Few people are aware that the Joburg Zoo offers night tours. Our challenge was to make the zoo’s day visitors come back to see the zoo at night.

Because our key audience were kids, it was important for our communications to provide interactivity that would hold their attention and then get their parents to bring them back.

Since this campaign was targeted at kids, we wanted the illustrations to feel like something from a storybook. Each animal had to feel unique and employed varied illustration styles. The technique of black ink with white line-work was highly impactful and because kids had to engage with it, to see the animal, it was memorable too.

By turning the flyers into an engaging activity for kids and parents, awareness was raised by 25%, increasing monthly visitors from 550 to 687 people.