|Title||ANIMAL BUSINESS CARDS|
|Product / Service||WILDLIFE PARK|
|Category||A03. Company Literature|
|Entrant||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|Entrant Company:||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|DM/Advertising Agency:||LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA|
|Tan Kien Eng||Leo Burnett / Arc Worldwide||Executive Creative Director|
|Theresa Tsang||Leo Burnett / Arc Worldwide||Creative Director / Art Director|
|Valerie Chen||Leo Burnett / Arc Worldwide||Creative Director / Copywriter|
|Phianphon Sitichaidecha||Leo Burnett / Arc Worldwide||Senior Art Director|
|Alvin Kor||Leo Burnett / Arc Worldwide||Art Director|
|Nik Faraliza||Leo Burnett / Arc Worldwide||Copywriter|
|Ong Chee Hin||Leo Burnett / Arc Worldwide||Production Manager|
|Liew Kam Yong||Leo Burnett / Arc Worldwide||Production Manager|
|Fok Soop Chin||Leo Burnett / Arc Worldwide||Studio Manager|
|Sharmini Joy Ramani||Leo Burnett / Arc Worldwide||Brand Executive|
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.
By 'humanising' the animals, we drove home the point that visitors were allowed to get up close and personal with them at the zoo.
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.
On our first roll-out over a week, Sunway's Wildlife park visits were up by 12%. The campaign is still on-going.