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ZSL

Bringing underwater penguins to the streets of London

London Zoo faces a vast amount of competition in the tourist attractions market, with a huge range of options available to families and tourists for summer holiday days out. One of ZSL’s main taglines is “Shared spaces of wonder”, which is ultimately the USP of the Zoo that we needed to showcase to cut through the noise and stand out.

What we did

We brought the Zoo’s “shared space of wonder” to central London using the Outernet, an immersive OOH space. 360-degree real-life footage from inside London Zoo’s penguin enclosure played across the Outernet’s screens, simulating the experience of swimming with penguins at a massive scale.

What we did

This eye-catching display captivated families, inspiring them to explore more at the Zoo. Conveniently located near Tottenham Court Road station, the Outernet is just a 7-minute ride on the Northern Line to Camden Town, making it easy for passersby to visit the Zoo and see the penguins in person.

Key metrics for ZSL’s summer campaign showed strong performance. Prompted awareness was up by +1% to 87%. Transactions were 10% above planned, and revenue was 8% above planned. The cost per acquisition (CPA) came in 12% below planned, while ROI increased by 11%.

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  • 10%

    Increase in transactions

  • 12%

    Decrease in CPA

  • 11%

    Increase in ROI

Our work

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