The Toronto Zoo Penguins
Challenge: The Toronto Zoo is home to some 16,000 animals. Yet, despite this diversity, it's not seen as having something new to offer visitors. So we needed a reason for people to come back to the zoo.
Insight: With the addition of 12 new endangered African penguins, we didn't have just one reason – we had a dozen. From this insight, our campaign tagline was born: a dozen new reasons to visit the zoo. In TV, we gave each of the penguins a larger-than-life personality. In print, we highlighted the educational aspect of visiting the zoo. And we created a series of downloadable word games, a computer font, online banners, and a website where the penguins would help you send a message to a friend.
Results: The campaign was a huge success, resulting in mass participation, positive buzz, and even a marriage proposal.
