one of the Boondoggle cases presented during the Beyond The Promise-Sessions (on media)

2. The ZOO case.
How to create 200.000 extra visitors
for the Antwerp Zoo in 2009.

3. Knowing that
 Business objective is huge = 18 % extra
visitors
 No sense of urgency with visitors
 No felt need of returning after visit
 Weather issue
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Slide 3

4. Web 2.0 collaboration.

5. 1.
By an interesting,
deeply emotional
story.
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6. Not the general Zoo story.
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7. But a deeply connecting,
unique story for Belgium.
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8. Reflecting the whole identity
of the Antwerp Zoo.
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9. A positive story in a world in turmoil.
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10. Communicated in a rigidly
authentic and genuine way.
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11. Not authentic and rejected:
the elephant heartbeat song.
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12. 2.
By taking people on
an emotional,
engaging journey.
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13. Challenges we faced
 Campaign start :
15 december 2008 (brief mid november)
 Possible birth :
february 2009 or june 2009 or in between
 50 % mortality rate
 Keep interest going until 1st birthday
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Slide 13

14. Medium
Medium
Medium
Medium
BIG IDEA
Medium
Medium
Approach : no big idea,
Medium
declined in media. Medium
Medium
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Slide 14

15. Idea
Idea
Idea
Idea
Idea
Idea
Idea
Idea Idea
Idea
Idea
Idea
Idea
Idea
But : conglomerate of ideas, using
the most appropriate medium.
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Slide 15

16. Approach : not the traditional
marketing (and media) funnel.
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Slide 16

17. But : respecting how people
and brands meet now.
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Slide 17

18. 3.
The launch.
3 key words:
- building our own medium
- eventful
- activating
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19. Building our own medium:
www.baby-olifant.be
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20. Follow the journey.
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21. Engage from the start.
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22. Engage from the start.
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23. Building a digital footprint
from the start.
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24. 5/28/09
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25. 5/28/09
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26. 5/28/09
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27. 5/28/09
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28. Launched by : massive 600m²
projections on buildings in key
cities.

29. Launched by : media partnerships.

30. Launched by : massive PR
(covering different angles of the
story).
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Slide 30

31. One we just missed ;-)
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32. 4.
Keep the interest
going and engage
people deeper in the
story... till the birth.
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33. Building a community and informing
them permanently.
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Slide 33

34. Building a community and informing
them permanently.
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35. 5/28/09
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36. 5/28/09
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37. 5/28/09
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38. 5/28/09
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39. Building a community and informing
them permanently.
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40. 5/28/09
Slide 40

41. Making the digital footprint
bigger and bigger all the time.
Zoo
... ...
Baby elephant
400.000 views (May, 21)
50 tweets/day (May 21)
blogs
8000 posts (May 21) 2000 search results ( May 21)
10.000 fans/brandpage (May 21)
90.000 views (May 21) 5/28/09
Slide 41

42. Equip this community to be
alerted for the birth.
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43. Mobilize the community.
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44. 5/28/09
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45. Transform their engagement
into ZOO visits.
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46. Slowly building towards the climax.
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47. Foto Mechelse plein
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Slide 47

48. 5.
Further deepening
the engagement
after the birth.
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Slide 48

49. Further deepening engagement.
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50. Name reveal.
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51. +4.000.000 birthday cards.
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52. Baby drink.
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53. What Côte d’Or missed ;-)
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54. Baby K birth
Where stays baby K – filmpje Birthregister
Massive projections Book your tickets online Movies birth in
Name contest Facebook slurf avatar Player & Youtube Opening hours stable
Poster Gava - BVL
Streaming Live Babydrinkl
15 Dec 28 Feb 19 Apr 13 May 15 May 17 May 19 Mei 22 May 14 Jun
Progesteron meter Newssticker: Name reveal
on site ‘hot’ news
Flickr badge
A quick view on our ideas timeline.
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Slide 54

55. 6.
Some results.
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Slide 55

56. 3,200,000.00 Û
3,000,000 Û
3,000,000.00 Û
2,800,000.00 Û
2,600,000.00 Û
2,400,000.00 Û
2,200,000.00 Û
2,000,000.00 Û
1,800,000.00 Û
1,600,000.00 Û
1,400,000.00 Û
1,200,000.00 Û
1,000,000.00 Û
800,000.00 Û
600,000.00 Û
400,000.00 Û
200,000.00 Û 50,000 Û
- Û
Media-investments versus Media value
Classic production/media
paradigm reversed.

58. High and growing number
of visits and visitors.

59. Growing number of online
conversations.

60. Growing number of
blog comments.

61. Growing and staggering number of
articles throughout campaign period.

62. A grasp from the birth articles.

63. Continuing press attention after birth.

64. Massive crowd first days.

65. 8.243
name suggestions

66. 41.387
people registered for updates

67. 848.765
unique visitors baby-elephant.be

68. 1,2 mio
visits live birth

69. 559.824
visitors live birth

70. 5.017
people signing the online birth register

71. POSITION
Zoo : part of (your) life
PROOF
The live birth
ENGAGEMENT
Follow the journey till birth
CHANGE
De Zoo = hot
Visits
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72. 5/28/09
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