The Saatchi & Saatchi print-led campaign for the Singapore Zoo features stunning upclose visuals of the zoo's best-known residentAh Meng the orangutan, an elephant and a baboon. The copy in the Ah Meng ad reads: 'Spend a day with your great-great-great...great grandma".
"Awareness is not the issue. All Singaporeans know and love the zoo.
The challenge is making it a key regular destination," said Simone Bartley, Saatchis Singapore CEO.
Added Saatchis ECD Graham Kelly: "The idea is simple - at the zoo you can see the anilams up close. This is something even the best wildlife documentaries can't offer."
Saatchis is also helping to market a value deal that combines the zoo with the Jurong Bird Park and Night Safari, and is refreshing the zoo's collateral, including trade kits and its map.