Hi guys of Penguins and Polar Bears, I like the message THE ARCTIC COMES TO COPENHAGEN, or THE ARCTIC IS IN COPENHAGEN.
But first about the target group: You have the family as target group as I see can see it. The question is, does the Zoo wants to sell more tickets to families, is that the goal? A lot of families buy a year-ticket. Do they want to sell more of those? Or is it that they want to attract more visitors during their less frequented seasons (fall, winter, spring)? Or do they want to attract an additional segment of people with the Arctic Ring? Or could the Arctic Ring just be an image thing for the Zoo, and the target group is the international recognition of the Copenhagen Zoo?
So I would think about the target group again and what is the goal the Zoo wants to achieve with putting up the Arctic Ring? More tickets? Lifting the Zoo into the top 80 Zoo's worldwide? ...
But in case you take the family as target group, then can you define the age of the kids within the target group for the Arctic Ring? That would be my core target group. You talk in your campaign to the kids. And talking to the adults, the message could be: this is great for your kids. That simple.
Second, the campaign: I would think about what could I do on the website communicating ARCTIC IS IN COPENHAGEN? Integrate the social media you mention to the site, as well as guerilla activities with polar bear footsteps through Copenhagen. How does it look on your site? Because that is the brief, creating a website.
And maybe there are more exciting ways than polar bear footsteps throughout Copenhagen. Imagine Copenhagen would be Arctic. Show the picture of the Mayor of Copenhagen looking like one of the inhabitants in the Arctic, flat nose, black straight hair ... Have an iPhone app where you point your camera towards urban architecture, and the app transforms it and adds ice and snow to the building. ... Why not have a video of a real penguin driving with the Metro Copenhagen? ... Or why not have a map of Copenhagen on your site with loads of images of different places within Copenhagen, showing those places as if they are in the Arctic? ... Why not have some interactive stuff on your site, a tool how to transform your profile photo into you looking like a guy from the Arctic? ... You can be friends with animals, even though they don't have are not on Facebook. But why not give each animal in the Arctic Ring a Facebook profile? ... Integrate all that on the Zoo's Arctic Ring site.
So be there a bit more creative. ;)
Third. You also have to talk about the product itself too, the Arctic Ring itself. A little bit. But it's o.k. to talk mainly about ARTIC IN COPENHAGEN in a crazy way. But at the end, also because it's a new product, you have to show, talk about the actual Arctic Ring too. But why not put elements of the Arctic Ring right into the center of Copenhagen. For instance, imagine you could have the glas tunnel inside the Polar Bear pool, looking at the Polar Bears underwater while you are in a Metro Station? Or put the area the penguins are in inside the Arctic Ring right into the Copenhagen Opera House? So put elements of the actual Arctic Ring into places within Copenhagen. In that way you show the actual product, the Arctic Ring.
Hi guys of Penguins and Polar Bears,
ReplyDeleteI like the message THE ARCTIC COMES TO COPENHAGEN, or THE ARCTIC IS IN COPENHAGEN.
But first about the target group:
You have the family as target group as I see can see it. The question is, does the Zoo wants to sell more tickets to families, is that the goal? A lot of families buy a year-ticket. Do they want to sell more of those? Or is it that they want to attract more visitors during their less frequented seasons (fall, winter, spring)? Or do they want to attract an additional segment of people with the Arctic Ring? Or could the Arctic Ring just be an image thing for the Zoo, and the target group is the international recognition of the Copenhagen Zoo?
So I would think about the target group again and what is the goal the Zoo wants to achieve with putting up the Arctic Ring? More tickets? Lifting the Zoo into the top 80 Zoo's worldwide? ...
But in case you take the family as target group, then can you define the age of the kids within the target group for the Arctic Ring? That would be my core target group. You talk in your campaign to the kids. And talking to the adults, the message could be: this is great for your kids. That simple.
Second, the campaign:
I would think about what could I do on the website communicating ARCTIC IS IN COPENHAGEN? Integrate the social media you mention to the site, as well as guerilla activities with polar bear footsteps through Copenhagen. How does it look on your site? Because that is the brief, creating a website.
And maybe there are more exciting ways than polar bear footsteps throughout Copenhagen. Imagine Copenhagen would be Arctic. Show the picture of the Mayor of Copenhagen looking like one of the inhabitants in the Arctic, flat nose, black straight hair ... Have an iPhone app where you point your camera towards urban architecture, and the app transforms it and adds ice and snow to the building. ... Why not have a video of a real penguin driving with the Metro Copenhagen? ... Or why not have a map of Copenhagen on your site with loads of images of different places within Copenhagen, showing those places as if they are in the Arctic? ... Why not have some interactive stuff on your site, a tool how to transform your profile photo into you looking like a guy from the Arctic? ... You can be friends with animals, even though they don't have are not on Facebook. But why not give each animal in the Arctic Ring a Facebook profile? ... Integrate all that on the Zoo's Arctic Ring site.
So be there a bit more creative. ;)
Third. You also have to talk about the product itself too, the Arctic Ring itself. A little bit. But it's o.k. to talk mainly about ARTIC IN COPENHAGEN in a crazy way. But at the end, also because it's a new product, you have to show, talk about the actual Arctic Ring too. But why not put elements of the Arctic Ring right into the center of Copenhagen. For instance, imagine you could have the glas tunnel inside the Polar Bear pool, looking at the Polar Bears underwater while you are in a Metro Station? Or put the area the penguins are in inside the Arctic Ring right into the Copenhagen Opera House? So put elements of the actual Arctic Ring into places within Copenhagen. In that way you show the actual product, the Arctic Ring.
Rock on, Mike