Pandas are perhaps the cutest animals in the world, with their charm and personality. We combined that charm with interesting facts to create curiosity and conversations about the furry friends before and after their arrival. The campaign secured a lot of attention and, not least, more visitors to Copenhagen ZOO.
Challenge
Copenhagen ZOO is on an ambitious journey from being a Zoo to becoming a discovery garden for people of all ages. With respect for the garden’s history and a core focus on animals and nature conservation, ZOO is raising the level in these years on everything from food offerings, games and experiences to communication and fascination with the world of animals. The panda campaign is thus part of a larger re-branding and transformation process for ZOO.
After years of preparation, the two pandas, Xing Er and Mao Sun, landed in Copenhagen ZOO in the spring of 2019. Here, the yin-yan dream facility designed by the Danish architecture firm BIG was ready, and HRH Crown Princess Mary welcomed the pandas and the garden’s guests. Copenhagen ZOO wanted to create awareness and attract visitors to meet the pandas. But how do you give two superstars the welcome and attention they deserve? How can we make the panda effect last for years?
Solution
WELCOME TO THE PANDAS
STRONG OUTDOOR COMMUNICATION
We created a graphic identity based on the panda’s iconic “colours”. At the start of the campaign period, we teased with a 3D illustration of a panda eye with the iconic ZOO tower reflected in the eye. Later, when the pandas arrived at the ZOO, the campaign was completed with a series of outdoor posters that told about the pandas’ distinctive features in a fun and organized way.
CONTENT TRACK
As part of the campaign, various partners, including Lego Store, included an extensive content effort. In addition, ZOO collaborated with influencer and pearl maker Anja Takacs.
NEW BRAND PLATFORM
We also helped develop a new brand platform, identity, and app that digitizes the annual ZOO pass.
Results
100,000 GUESTS ON EASTER
On the official opening day after welcoming the pandas, ZOO got twice as many visitors as usual. At Easter, more than 100,000 guests visited.
In 2019, significantly more guests bought the annual pass to the garden. Since the campaign launch and the pandas’ arrival, Copenhagen ZOO has had more visitors overall.
