Why is this work relevant for Brand Experience & Activation?

Taman Safari Bogor (TSB) sole purpose as animal conservation and safari is to provide best place for wildlife animals and bring happiness to Indonesian families with the adventure TSB offer. Everything comes to a halt due to the pandemic. Safari Safe Distance (SSD), a wearable product specifically designed with social distancing in mind, in a shape of 5 endangered animals, enables visitors to feel at ease when exploring TSB. Increasing number of visitors and bring more wholesome family experience.

Background

Taman Safari Bogor (TSB) encapsulate Indonesia’s Wildlife. Over 170 hectares, featuring around 2.500 animals including endangered species. Thousands of visitors interact with the animals, enjoy wildlife shows and amusement park every month. Making TSB a favorite family destination. Unfortunately, almost 2 years TSB had to close multiple times. Resulting 60% loss of its annual visitors and income. The animals and TSB condition became threatened. When TSB finally re-opened in October 2021 visitors were hesitant and anxious to be in a crowded area, especially for family with kids. So how can we revive TSB? With these objectives: • Increase popularity of TSB as the ultimate destination for family trips • Promoting a safe space for family’s wildlife adventure • With TSB financial condition, we had to make idea that both low cost and scalable.

Describe the creative idea (20% of vote)

TSB is the ultimate place to find all the animals you could imagine. We want to create an idea that still captures the beauty of TSB. By creating a product design that not only enables visitors to do social distancing freely but also bringing the animals closer and be a part of them.

Describe the strategy (20% of vote)

•Indonesians are communal beings who love to spend time together as a family especially on weekends. •Current situation: Due to the Covid-19 fear, the popularity of being in the outdoors was on the rise as it is safer option. •It was an opportunity for TSB, but people were still hesitant and anxious to be in a crowded area, especially families with kids. •The task: Promote TSB as the ultimate holiday destination for families! •Challenge: It is difficult for children to maintain safe distancing as they run around freely, with the excitement of seeing the wildlife animals in TSB •The Idea: Create a product design that creates peace of mind towards children and parents and make them feel at ease during their adventurous trip in TSB. So how can we help Indonesia’s wildlife conservation treasure? Reviving its glory while assuring a safe space for families to enjoy.

Describe the execution (30% of vote)

Introducing “Safari Safe Distance” (SSD) A wearable product design in the shape of 5 endangered Indonesian animals that can be found in TSB (Sumatera Tiger, Java Rhino, Kalimantan Orangutan, Sumatera Elephant, Timor Komodo Dragon) decorated with unique graphics representing each animal’s home province. Using cardboard material, it is light, easy to fold and KIDS ACTUALLY WANT TO WEAR COMFORTABLY. Giving them a sense of freedom in social distancing while educating Indonesia’s endangered animals. Transforming carefree souls into their favorite animals as they roam around TSB. SSD was introduced in October 2021, and has become a popular amenity in TSB events until today, such as the TSB animal’s birthdays. Each wearable costume creates a 1 Meter distance sideways and 1.5 Meters from the front when the children get close to each other creating a safe distance with ease.

List the results (30% of vote)

Even though we are still battling pandemic, the idea enables TSB to regain its glory and remove the anxiety from parents. Maintaining steady number of growing visitors. Even after pandemic, this lasting idea will stay as iconic product for TSB visitors. Family with children can now put TSB on top of their go to list even during the pandemic knowing that their children are in safe hands while having an unforgettable time with the wildlife of Indonesia. Safari Safe Distance simple design enables children to bring it home to keep and wear it in any public areas they wish making it an everlasting impactful idea whilst promoting TSB in the long run. Safari Safe Distance, healed the park, rescued the animals and putting smiles on families faces

Please tell us how the brand purpose inspired the work

The purpose of Taman Safari Bogor is to provide a sanctuary for animals especially endangered species and bring thrill and happiness for families who wants a safari adventure and outdoor experience. The wildlife and children of Indonesia are the future of the world. It is in our power to protect them at all cost. We try to see beyond and create an impactful design that can save them both simultaneously with Safari Safe Distance. Letting the children embrace their freedom amidst of the social distancing era, and keeping the animals safe and sound even though TSB is greatly impacted by the pandemic.