The communication goal with this press ad was to create an exciting, unique and compelling press ad for Wellington Zoo and their Close Encounters Programme. Since it’s many consumers dream to be this close to an animal, we wanted a way to experience this first hand through the ad.Using the largest and widest spread metropolitan newspaper in Wellington, The Dominion Post, we were able to reach all readers within the greater Wellington area, and the southern end of the North Island of New Zealand. With a potential target of nearly 350,000 people, this technology was bound to reach and enthral the Wellingtonians.

The creative execution leads people to having a live three dimensional zoo animal sitting on their newspaper as they look through their mobile phone. To be physically this close to an exotic animal is exactly what the Close Encounters are all about, and this is the first ad using this technology ever to be used. This kind of an ad was bound to stop people in their tracks, and to feel the excitement of being this close to a zoo animal.