San Diego Zoo Takes Southern Californians On Safari Without Leaving The State
The world-renowned zoo promotes itself to folks within driving distance with a stunt and advertising support.
In an effort to show Southern California residents that they don’t have to fly around the world to experience a safari — when the San Diego Zoo Safari Park is right in their own back yard — M&C Saatchi LA created a street marketing effort called “Safaris Departing Daily.”
The agency tricked out a vehicle to look like a realistic safari vehicle and then asked Southern Californians if they’d like to get in and enjoy a safari.
Of the stunt, M&C Saatchi LA Executive Creative Director James Bray said:[blockquote] “We assumed that if we stopped random people on the streets and invited them to go on safari that they’d look at us as if we had three heads. And they did. But that was the point. The reality of the whole place is quite shocking.”[/blockquote]
Those Southern Californians who decided to go on the safari were treated to a visit to the Park to embark on range of safaris — from a Caravan Safari bringing them face to face with giraffes to a Behind-the-Scenes Safari allowing them to hand-feed birds of prey.
There was also the opportunity to experience a sleepover at the Park — the Park’s Roar & Snore Safari.
The stunt and the video above are supported by online and offline media including print and digital display across Southern California.
A digital video “teaser” will run as pre-roll on YouTube, encouraging viewers to see the rest of the story in a YouTube play list. Radio and OOH will run in the Greater Los Angeles and San Diego markets, and social media will consist of Facebook, Twitter and YouTube activity.
The San Diego Zoo is promoting the video on its Facebook page and Twitter feeds:
— San Diego Zoo Safari (@sdzsafaripark) June 4, 2015
The video has been viewed 16.243 times, liked 1,627 times and shared 310 times. On YouTube, the video has been viewed just over 2,000 times.