Besides its refreshingly childlike aesthetic, this series successfully conveys the promise of a visit to Granby Zoo with just two words and one logo. And it captures the target audience’s attention through the delightful drawings of young children.

Granby Zoo is a regional family attraction located 80 kilometres from the tourism hub of Montreal. Most people stick to activities in the city, a challenge for the zoo. Since Granby Zoo offers an appealing blend of entertainment and education, it’s a must-see for parents with young children.

So we deployed the campaign in the region between Montreal and Granby, in a radius targeting travel-oriented locals and tourists. And by featuring the children’s artwork – something every parent treasures – we touched the hearts of our entire target audience and fridge-art aficionados everywhere.

Granby Zoo is a regional family attraction. Since it’s far from the tourist attractions of Montreal, people tend to stick to activities in the city. The goal is to remind parents of young children that Granby Zoo and its educational mission is worth the trip. It is, after all, a family attraction par excellence.

Children love two things (among many others) in life: drawing and animals. When these two passions meet, the results can be, well, a little sketchy. So it was only natural that children, our target audience, create the artwork for this campaign. And real drawings inspired by kids’ before-and-after visits to the zoo clearly illustrate that it only takes a couple of visits to learn more about animals. And they show parents the added value of choosing Granby Zoo for a family activity.

This popular campaign enjoyed a 2.2-fold increase in media value, reaching 73,003,691 impressions. The sketchy animals reached 90% of our target audience (parents aged 25–44 with at least one child), while more than half (62%) said the ad inspired them to visit Granby Zoo.

Incidentally, visits to the online ticketing service increased by 27%, boosting the average time spent on the site by 44%. Above all, the campaign generated a 20% increase in visits compared to 2022.

The children’s animal drawings also generated lots of buzz on social media:

5.8 times more comments than traditional zoo posts

2.4 times more reactions

4.4 times more shares

When all was said and drawn, the zoo kept its promise to young families, resulting in an impressive 97% satisfaction rate.