Night Tours, ‘See What Comes Out In The Dark’
Johannesburg Zoo
Issue 33 | December 2014
Agency
Y&R SA
Creative Team
Chief Creative Officer: Graham Lang Executive Creative Director: Rui Alves Creative Directors: Bibi Lotter, Jacques Shalom Copywriter: Andre Vrdoljak Art Director: Andrea Ferreira Designer: Julia Eccles
Production Team
Typographer: Francois Botes, Renata Vice, Andre Vrdoljak Illustrators: Francois Botes, Renata Vice, Andre Vrdoljak Production: Desmond Thirtle, Multiprint Litho, Jere Promotions
Other Credits
Account Management: Tumi Tshimbane, Darrin Thomas
Date
April 2014
Background
Joburg Zoo offers night tours that feature their nocturnal animals, but very few people know about this.
Idea
So how to get kids and parents to visit at night? They were spoken to in the day. Interactive cards were designed and distributed them in the zoo's restaurant, while they waited for their meals. The cards appeared blank until the kids coloured them in with a black marker; this made a nocturnal animal and fun facts about the night tours appear.
Results
By turning the flyers into an engaging activity for kids and parents, awareness was raised by 25%, increasing monthly visitors from 550 to 687 people.