Shared Spaces of Wonder: Immersive Storytelling to Drive Ticket Sales for London Zoo

Client: ZSL (Zoological Society of London)

ZSL London Zoo faced a clear challenge: converting high brand awareness into ticket sales amid intense competition from London’s many attractions. To reignite excitement and drive visits, we developed an innovative, content-led campaign inspired by the zoo’s ethos of “shared spaces of wonder.”

At its heart was a UK-first 360° underwater film capturing the playful world of ZSL’s Humboldt penguins. This captivating, immersive experience was showcased at Outernet London, Europe’s largest digital exhibition space, delivering a stunning sensory encounter that transported visitors into the penguins’ habitat.

With a total campaign budget of £100,000 for media and production, we maximised impact through a targeted multi-channel strategy. Out-of-home placements, paid social, digital activations, and earned media ensured the experience reached far beyond Outernet visitors.

The results were exceptional: a 10% uplift in ticket sales, 8% increase in revenue, 12% reduction in CPA, and 11% growth in ROI. Brand awareness also rose to 87%.

Beyond numbers, the campaign rekindled the emotional connection between audiences and wildlife, driving visits and reinforcing ZSL’s mission. It showed how compelling content, strategic media, and creative collaboration can transform curiosity into action and deliver lasting impact on a modest budget.