You Belong In A ZooOur Work — By Lois Geller
The Philadelphia Zoo is a wonderful old school facility. It’s small (42 acres), jammed with exhibits and fun things to do, almost downtown and just off I-76. We fell in love with the place immediately.
The zoo needed a new package for their annual membership drive. The target audience lived within a few hours’ drive and they pretty well all had kids at home. In other words, they belonged at the zoo.
We switched that to “You belong in the zoo” and showed a cute kid with a T-shirt that read “I belong in the zoo.” The kid was actually a stock shot and one of our designers tinkered around to get the copy onto the T-shirt in a natural looking way. Kids love this kind of goofy stuff.
The contents of the package stressed benefits, benefits, benefits: fun, easy access, fascinating exhibits, fun, easy access, big time savings, a place to take the kids, education, safety and lots and lots of fun. Plus savings. Did we mention easy access?
It worked very nicely, beat control, and the people who really belong in the zoo were delighted.