To do this we built a digital platform baby-elephant.be, allowing people to follow the story on a day by day basis. They could do this by reading the baby elephant blog, by seeing regular ultrasounds, by consuming engaging user generated content, by registering to receive regular updates about the baby and the mother elephant’s condition. Gradually, we and KMDA (Antwerp Zoo) made them ready for the climax: the live broadcast of the birth, something that had never been done before and that would write digital history. In short: we didn't spend much money on media; we built the entire campaign with very engaging content.

The results were staggering : - 8.500 name suggestions for the new baby elephant, - 41.000 registrations for updates, - 850.000 unique visitors on baby-elephant.be, massive local and international press attention, - 560.000 people watched the birth online, there were 1.2 million site visits in the birth weekend, - 5.000 people signed the online birth register, - 22.000 blog comments in the birth weekend.And most importantly: the Antwerp Zoo welcomed 300.000 visitors (200.000 paying visitors) more than in 2008.