AKA Scotland were thrilled to be chosen in a competitive pitch to work with the Royal Zoological Society of Scotland on planning and buying their media activities for Edinburgh Zoo and Highland Wildlife Park.
For their Easter 2019 campaign, our initial focus was on delivering multiple campaigns aimed at driving visitor numbers, increasing RZSS memberships and highlighting important research and conservation projects that the charity supports around the world. The main three strands to the strategy were raising awareness, educating audiences and driving visit via digital formats.
Measurement was key in this campaign, working with Mobsta (mobile advertising provider) we were able to track people who have been exposed to other media channels and actual number of visitors generated to the attractions. We shared the location of the out of home activity and mobile location data gave us as precise way to identify audiences exposed to out of home advertising by geofencing out of home sites and capturing GPS signals of handsets in proximity. In addition we had the campaign running on DAX. Feedback from RZSS was positive and showed strong results.