Melbourne Zoo Campaign

Group 5_Melbourne zoo_Report + Slides.pd

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Introduction

As a team, we need to produce a digital strategy, experience or campaign for a Melbourne based organisation we picked, including how technology could be used to help people use their voice or conversational interactions to access, experience, understand, explore the client’s purpose, service or product you’ve chosen.

Insight

After the research on Melbourne Zoo, our insight was informed: there is stress associated with visiting the zoo and trying to find the most efficient route while also entertaining children between exhibits. The challenge we focused on was how we can make the zoo experience easier for parents when visiting with younger children through the use of voice technology. Which led to developing our objective, to create an immersive and interactive zoo experience with a focus on ease and education.

Result

We got 80 pts (Honor Degree) and Versa gave a satisfactory feedback on our overall plan.

Thinking

As the Media Planner in the team, I proposed to use App as a medium and formulate different marketing strategies for target customers through 4P theory. In this remote online teamwork, I experienced the process of formulating a complete planning plan. Through the communication with Versa's agencies and team members, my speech and communication skills have been greatly improved.