Zoom Media Inc. in partnership with advertising agency TAXI Vancouver is pleased to announce that they have won the prize for the best Multiplatform campaign for their Vancouver Aquarium “Babies” campaign at this year’s AdClub Out of Home Showdown.
The main objective of the campaign was to raise awareness and create buzz about the Vancouver Aquarium’s new feature on the fascinating aquatic world of babies. (In the aquatic world, certain species’ means of reproduction and development are very different from that of humans.)
TAXI’s concept, “Baby stories unlike any other”, included rigged pregnancy tests placed in the urinals of men’s washrooms. When a man used the urinal, the test would display a positive pregnancy. The creative execution consisted of Zoom Media Classic boards and Digital screens above each urinal in resto-bar explaining that in the aquatic world, male seahorses are the ones who get pregnant. The Vancouver Aquarium campaign served to engage, inform and humor the consumer all at once.
“The integration of media products in conjunction with the environment was instrumental in bringing TAXI’s concept for the Vancouver Aquarium to life (excuse the pun). Zoom Media’s boards and screens were key in providing an explanation for the teaser (the positive pregnancy result) and effectively delivering the message to its audience.” says Gabriel Landry, Vice President, Creative & Production
About Zoom Media Inc.
Zoom Media Inc. is the largest targeted lifestyle media in Canada, comprising more than 30,000 billboards in over 4,000 establishments across 30 markets, including Quebec City, Montreal, Toronto, Calgary, Edmonton and Vancouver. Zoom Media Inc. reaches specific target audiences through eight complementary networks that include resto-bars, college and university campuses, and fitness centers. Research, event marketing, creative production and media integration services are also provided. Zoom Media Inc. provides third-party media measurement through Nielsen for its ZoomFitTV network. Zoom Media Inc. is a member of COMB and provides audited circulation of its advertising panels which report 99.4 per cent accuracy in our performance, the highest percentage of all OOH companies that are audited by COMB. Overall, through all of its subsidiaries Zoom Media Inc.owns and operates over 80,000 billboards across North America and Europe, of which more than 26,000 are digital. www.zoommedia.com
Source: Zoom Media
