For the 2nd year in a row, Alchemy at AMS has won Best Integrated Campaign at the DFW AMA’s Marketer of the Year Awards. This year, we were honored to share the award in the new B2C category with the Dallas Zoo for our Zoo.Oh! Upgraded campaign. For the past several years, attendance has grown year after year, thanks to the Dallas Zoo delivering a great experience for visitors. But we’d also like to think our campaigns have had a bit to do with it.
Every year we’re confronted with the same challenge: how do we make this year’s campaign better and more effective than the last? For the 2016 campaign, the Dallas Zoo wanted to reach Millennial Moms, a growing and discerning group who are always on the hunt for enriching real-life experiences to share with their kids. We wanted to let moms know that the Dallas Zoo is a much improved and more interactive experience than back when they were kids.
Eureka! Inspiration Strikes!
Since Millennial Moms are famously active on social media, we struck upon the idea of juxtaposing trendy digital terms with imagery of meaningful IRL (in real-life) experiences available at the Dallas Zoo. Snap chat isn’t a digital phenomenon—it’s what two crocodiles do. Face time is looking eye-to-eye with a giraffe. This play on digital terms, along with the campaign tagline, “Zoo.Oh! Upgraded,” suggested that the Dallas Zoo offered an improved and interactive experience.
And then we launched the campaign...
We’re grateful that the Dallas Zoo was on board with an edgy campaign that was rolled out across multiple channels, including digital ads, social media (including “3D” banners), print and radio. Over 30 versions of digital OOH boards stood out in the marketplace, but also “held together” from a consistent creative thematic perspective.
Here's look at one of our fun 3D ads starring Tebogo.
But the results are what matters...
While awards are awesome, what matters most to us is that the campaign (along with the Dallas Zoo experience and good weather) proved engaging enough for the Dallas Zoo to report a final guest count growth of 4.4%. Even more importantly, by taking a creative marketing approach, this campaign helped elevate awareness and regard for the Dallas Zoo, giving them the highest “Advertising Awareness” recall in their category according to a recent independent consumer attitude and awareness study (2016 Morey Group Report).
It was our sincere honor to work with the Dallas Zoo on the Zoo.Oh! campaign. With the recent opening of the Simmons Hippo Outpost, aka home of the world’s most adorable hippopotamuses, we’re certain the Dallas Zoo will shatter attendance records again this year! We'll be cheering alongside them when they do.