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ZSL

Shared Spaces of Wonder: Transforming Awareness into Action for ZSL London Zoo

ZSL London Zoo, a top 10 global zoo and beloved London landmark, faced the challenge of converting awareness into ticket sales in a competitive market. With countless attractions vying for attention, the key was to create a compelling reason to visit—one that captured the zoo’s magic. Drawing from ZSL’s belief that zoos are “shared spaces of wonder,” the goal was to bring that wonder to life in an unforgettable way, inspiring visitors to experience it firsthand.

What we did

Outernet London became the stage for an unforgettable experience—its vast wraparound screens and spatial audio transformed into a 360-degree underwater world, giving audiences a penguin’s-eye view of the Humboldt penguins’ pool from London Zoo. More than an ad, it was an immersive spectacle that stopped people in their tracks and left them wanting more.

What we did

Strategically positioned above Tottenham Court Road station, Outernet funnelled visitors just eight minutes to the zoo. To reach the right people at the right time, we used ZSL’s first-party ticketing data and geo-targeting to pinpoint London families, domestic tourists, and international visitors—ensuring our message resonated with those most likely to visit.

The campaign delivered beyond expectations, increasing awareness to 87%, driving a 10% uplift in transactions, and boosting revenue by 8%, all while reducing CPA by 12% and improving ROI by 11%. Beyond the numbers, it sparked media buzz, social conversations, and thousands of delighted visitors. More than just an ad, this was an experience—one that reminded families of the joy of seeing nature up close and inspired them to rediscover the magic of ZSL London Zoo.

  • 10%

    Increase in transactions

  • 12%

    Decrease in CPA

  • 11%

    Increase in ROI

Our work

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