Woodland Park Zoo saves animals and their habitats through conservation leadership. Their exhibits inspire people to learn, care and act. 2008’s new flamingo exhibit was no exception. To spread the word, we had to engage audiences in memorable ways. Flamingos are fun. So we created a fun and simple campaign that broke through the clutter. The results show its success—2008 set an all-time paid attendance record. And zoo-goers consistently listed the flamingo exhibit as one of their main reasons for visiting the zoo. Not bad for a whole lot of pink.
With a total of $350K, we covered a large part of the city in pink bird poo—tongue-in-cheekily introducing flamingos to Seattle. As families hit the city, they were met by roving flocks of plastic flamingos, teaser billboards and transit, scooter media, street teams and pink-poo window clings on cars and businesses. Online ads and radio served local news and family-friendly sites and programs.