Create a postcard campaign to reinforce Zoo’s Victoria’s brand essence, using an indirect advertising approach. Ensure the campaign makes consumers think about the brand in an unexpected way, and encourage a desire to keep the postcards.
“The most important determinate of human attitudes towards animals and the interaction with them, is the degree of similarity or difference that is perceived to exist between (us).” (Atwood Lawrence, 2005).
The Big Idea:
Bridge the gap between humans and the animal kingdom – we’re not so different. At Zoo’s Victoria, you can find your special animal connection.