Results and Effectiveness

So REAL was the experience that kids, locals and tourists alike could not help but capture the moments using their cameras and mobile phones. Many shared them on Facebook pages and posted them on user generated sites like STOMP and YouTube to viral the sighting of this first-ever urban animal kingdom! Comparative park attendance during the period of the campaign indexed at 114 times, exceeding targeted goals by 2 times. Solid media negotiations delivered astounding media ROI of 552%. Digital viral videos were viewed by 200,000 people in 2 weeks.

Creative Execution

When it comes to appreciating wildlife, there is nothing like the real thing to engage, it was essential that we presented the experience of our parks in its rawest form so that it almost comes to life! This led us to the big engagement idea: Urban Jungle Ambush – Only The REAL Thing. Our strategy was twofold; 1) AMBUSH our competitor’s right at their doorstep! As the North East Line Harbourfront Station is right smack at the gateway leading to Resorts World, Sentosa and cruise rides, we hijacked tourists and locals going enroute to our competitor’s attractions. 2) Provide a REAL wildlife reserves Invasion! It was pure animal invasion at the Harbourfront station, completely engulfing commuters at the station with a first-ever experiential walk-through of the wildlife parks. Bird and animal sounds, illuminated eyes and dramatic visuals brought the Singapore wildlife reserves to life.

Insights, Strategy and the Idea

Wildlife Reserves Singapore houses three most well-known attractions of Singapore; Singapore Zoo, Jurong Bird Park and the Night Safari. While the parks are award-winning and have undertaken aggressive marketing activities in recent years, the competition for “leisure and entertainment” dollars had intensified, with the launch of integrated resorts, theme parks and multiple mega shopping malls targeting tourists and locals. E.g. Sentosa Genting Casino, Universal Studios Sentosa, Marina Bay Sands Shopping Centre and Casino etc. Based on an on-ground survey, we uncovered a key consumer insight which became the backbone of our campaign. We found that whilst the new leisure offerings were exciting and new, they lacked a sense of being ‘real’ – i.e. didn’t provide such a feel good factor; they were artificial, not connected with nature, no sense of being in the great outdoors with fresh air. Also no sense of being the ‘real’ Singapore experience.