The Brief

The Sunway Wildlife Park is an interesting alternative to the conventional zoo. It is the first and only walk-about park in Malaysia offering interactive animal-themed attractions. The challenge was to highlight the uniqueness of its interactive experience - the fact that visitors can play, touch and interact with the tame, friendly zoo residents - and drive visitors to the park.

Creative Execution

By 'humanising' the animals, we drove home the point that visitors were allowed to get up close and personal with them at the zoo.

Describe the creative solution to the brief/objective.

We developed a series of 'animal business cards' to be handed out by the animals themselves (accompanied by the Sunway Wildlife Park rangers). Each card was printed with a friendly, self-promotion style message from the animal, as well as short details on the Wildlife Park. These cards, which came with a 25% discount entrance rate, were handed out to tourists and families around Sunway's shopping mall and hotel, located nearby the Wildlife Park.

Results

On our first roll-out over a week, Sunway's Wildlife park visits were up by 12%. The campaign is still on-going.