In the context of a wider operation, we created postcards sealed with kisses from various animals from the zoo. This was a very special and funny way of telling people to come back and visit them. The postcards were sent first as a selected target of journalists, VIPs, opinion leaders, and then to general public.

This campaign underlined that the animals are happily waiting for their visitors to come back and see them as often as they can.

The Bucharest Zoo has been struggling with a wide spread prejudice: that the animals are not well taken care of and that the park itself is not very attractive. Nothing could be far from the truth: animals are extremely well taken care of and the place itself has undergone major changes which made Bucharest Zoo one of the main attraction when it comes to leisure outdoor activities for city people. But most people in town still didn’t know this.Our task was crystal clear: determine more people to come visit the Bucharest Zoo.

The campaign was a huge success and, only one month after the launch of the campaign, Bucharest Zoo increased its number of visitors by 400%!

As a Direct tool to generate attention, awareness and participation, to have personalised postcards with animal kisses on it, delivered to main opinion leaders, journalists, radio speakers and so on, was an extremely powerful action to make the new image of the Zoo and the Zoo itself stand out.The message became all of a sudden original, fresh and created an intimate personal bond with the animals, through a call to action (come back, hope to see you soon etc)