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

London Zoo, which is part of ZSL, the science-driven conservation charity, is an iconic global attraction, facing an urgent challenge: converting widespread awareness into ticket sales amid fierce competition in London’s attractions market. The campaign aimed to reimagine the zoo’s ethos of “shared spaces of wonder” through innovative media experiences that resonated with families, domestic tourists, and international visitors.

Leveraging first-party data and geo-targeting insights, the campaign crafted a multi-channel strategy to engage audiences effectively. The standout activation was a 360-degree underwater video of the Humboldt penguins, showcased at the state-of-the-art Outernet London. This immersive experience transported audiences into the watery world of London Zoo’s penguins, driving emotional connections and tangible results. The overall media campaign exceeded expectations, achieving 10achieving 10% more than planned transactions, surpassing revenue projections by 8%, and a 12% reduction in planned CPA, with ROI growing by 11%. Beyond metrics, the campaign delighted audiences, reinforcing ZSL’s mission and inspiring families to rediscover the wonder of nature together.