Paignton Zoo turned to Famous Rebel just after the Zoo’s rebrand, to create offline and digital content to garner awareness of the new brand, and promote the Zoo in the run-up to the busy Spring and Summer months.
We came up with a creative campaign concept for Paignton Zoo called ‘Zoomanji’ (see what we did there?).
To bring the concept to life, we created content for TV & Radio, as well as Cinema & Digital channels, with the TV commercial acting as the flagship piece of content. The quality, look and feel of the content itself was on par with that of a national or global brand, rather than a local or regional brand.
To best appeal to the Zoo’s target audience, we analysed customer demographic data, and used it to inform our casting of local actors for the video.
Shorter-form cut-downs of the commercial, and additional shorter videos, were created for use in paid and organic social, whilst high-res stills of the video were used for static Facebook carousel and Instagram ads.
The campaign was rolled out in July 2019 and is set to run for at least the next 12 months across TV & Radio, Cinema, and digital channels, with a big emphasis on social.
We were able to achieve cost savings of 50% on previous content campaign budget, which was formerly assigned to a London-based agency. To date, the videos have had over 50,000 organic views on Facebook alone.