Feeding Time

Background

In 2008, in celebration of its 150th anniversary, Frankfurt Zoo wanted to intensify its advertising activity. To attract attention and gain as many visitors as possible, they wanted to highlight the draw of the zoo as a recreational experience.

Idea

One of the most fascinating things about visiting a zoo is seeing the animals being fed. Since this has to be experienced live to be really appreciated, the agency came up with the idea of a livestream banner, allowing for interaction between animals and people which was initiated virtually and carried out in reality.

Through the banner, the user could observe colourful rainbow fish in an aquarium as well as interact with them live. By clicking on the buttons 'feed' or 'bubble', the fish were fed or oxygen bubbles released. The audience was able to see the reactions instantaneously in the aquarium. Via the deep link ‘Zoo Frankfurt', the user was directed from the banner to the website of the Frankfurt Zoo – right to the page with the feeding times.

Target audience

Inhabitants and visitors of Frankfurt Rhine Main area

Our Thoughts

There are two ideas involving fish in this issue, this one and the WWF screensaver from Clemenger Proximity. In this one, you get to feed the fish. In the other, the fish all die. I guess choosing which you prefer determines whether you’re a glass-full or glass-empty sort of person.