Amsterdam's City Campaign Drives People to the Zoo at Night
Laura McQuarrie — April 24, 2015 — Marketing
References: artis.nl & creativeguerrillamarketing
Clubs and bars are known as some of the best hotspots for urban nightlife, but in order to inform the public that the ARTIS zoo is also open late, Amsterdam set up a unique city campaign. This marketing initiative was installed in several stages, starting with sending out electronic angler fish replicas into the water. After generating some media buzz about the mysterious lights appearing in the canals, a microsite was created to track the location of the fish. Finally the fish came out of the water in the form of rickshaws and gathered in the city streets to offer free rides to the zoo at night.
Appealing to an audience of adult zoo-goers, this campaign is a fun way to drum up excitement and intrigue thanks to the form of the mysterious anglerfish.
Appealing to an audience of adult zoo-goers, this campaign is a fun way to drum up excitement and intrigue thanks to the form of the mysterious anglerfish.
Trend Themes
1. Nighttime Zoo Experiences - Creating unique and interactive experiences for adults visiting zoos at night, leveraging mystery and intrigue.
2. Innovative City Campaigns - Developing unconventional marketing campaigns in urban areas to garner attention and generate buzz.
3. Tracking Microsite Platforms - Utilizing microsite platforms to track and engage audiences in interactive marketing initiatives.
Industry Implications
1. Tourism and Hospitality - Opportunities for zoos and other tourist attractions to attract adult audiences and offer unique nighttime experiences.
2. Marketing and Advertising - Opportunities for marketing agencies to create innovative campaigns that capture public attention and drive engagement.
3. Technology and Web Development - Opportunities to develop tracking microsite platforms to enhance interactive marketing initiatives and engage audiences.
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