The Johannesburg Zoo Used Creative Cutouts to Advertise Night Tours
Laura McQuarrie — June 11, 2015 — Marketing
References: jhbzoo.org.za & creativecriminals
In order to promote the tours it offers that take place at night, the Johannesburg Zoo created a series of shadow posters to make these alternative ways to experience the zoo known.
Creating the shadow posters involved cutting out a bunch of seemingly abstract shapes. Although looking at the posters in a well-lit room didn't reveal the animals hiding within, they could be drawn out by holding light from a mobile phone under them. Once this was done, the dynamic displays got kids and parents alike excited about the creatures that can't normally be seen during a day trip to the zoo.
Since viewing the shadow posters required people to have a phone in hand, this made it easy to prompt parents to go to the zoo's website and arrange a visit through a mobile device.
Creating the shadow posters involved cutting out a bunch of seemingly abstract shapes. Although looking at the posters in a well-lit room didn't reveal the animals hiding within, they could be drawn out by holding light from a mobile phone under them. Once this was done, the dynamic displays got kids and parents alike excited about the creatures that can't normally be seen during a day trip to the zoo.
Since viewing the shadow posters required people to have a phone in hand, this made it easy to prompt parents to go to the zoo's website and arrange a visit through a mobile device.
Trend Themes
1. Nighttime Experience - Using cut-out shadow posters to advertise nighttime experiences in zoos
2. Interactive Marketing - Encouraging engagement with creative marketing through mobile phones
3. Augmented Reality Advertising - Integrating technology to turn abstract shapes into dynamic animal displays
Industry Implications
1. Tourism and Hospitality - Creating unique nighttime experiences for tourists and promoting them through innovative marketing
2. Advertising and Marketing - Exploring interactive and augmented reality advertising strategies to capture consumer attention
3. Entertainment - Using creative approaches to enhance visitor experiences at zoos, museums and other attractions
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