The campaign, targeted at families with children, is supported through various digital, print and OOH platforms and, according to Isabel Cheng, director of marketing and communications at Wildlife Reserves Singapore, leverages on wide-spread interest in baby animals.
A media-rich blog, featuring videos, images and keeper interviews about animal husbandry and care, highlights the calf’s growing journey while creating awareness of the importance of conservation. Titled 'Nalo's tales: Adventures of Night Safari's tallest baby', the blog will record several of the calf's first experiences, including its first solid meal and debut in the exhibit.
In addition to an online contest inviting fans to guess Nalo's height, interactive ad formats and webpage takeovers have also been launched on Yahoo in support of the campaign. The online executions run from 5 to 19 March and features the baby giraffe popping out of a bush to introduce himself and invite readers to share his story and pay a visit to the Night Safari.
In addition to ads in all major daily newspapers, further campaign elements also included a replica of Nalo in a 2.1 meter-tall baby pram – the tallest in Singapore - making his way down Orchard Road, greeting shoppers along the way.
Comnet is the creative agency behind the digital campaign while Zenith Optimedia provided media recommendations.
A spokesperson from Zenith noted that the campaign was aimed at generating awareness and foot traffic to the Night Safari. “But more importantly, our aim was to generate the interactivity online through the contest, blog views, photos and video content. To this end, Yahoo’s digital canvas acts as a storytelling medium with exclusive custom-built consumer experiences that complement the real-life experiences Singaporeans crave for.”
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