Edinburgh College was approached by the Edinburgh Zoo to collaborate with students to try engage with the 18-24 year old market.
We had to present our idea and concept to a board of professionals at the Edinburgh Zoo. We were pitted against our college peers as if we were profesional agencies competing to win the pitch. The team of which I was a part of, Team Onesie, were not the successful winners of the brief but were approached directly to run our campaign as a live project.
Our solution to the brief was to invent a new species - The Great Onesie Monkey - and ask students to locate and snap a picture of the new species to receive 2-for-1 entry in to the Edinburgh Zoo.
This news update was loudly broadcast through large screens at each campus of Edinburgh College, gaining attention from the students to teach them of what this campaign was about and what they could gain.
Our initial video pitched on a Macbook during our presentation gained some laughs due to the typical Scottish weather conditions.
Clues would be placed around college campuses to gain intrigue and alert students of the species being active around their campus.
At the pitch to the Edinburgh Zoo, we presented that on a larger scale this monkey could become a famous menace around Edinburgh and reach the headlines with such a fun and rewarding campaign.
The mocked up newspapers gave physical elements the board could interact with during our presentation which increased their excitement about our campaign.
Badges embellished with The Great Onesie Monkey were handed out and placed around the college campuses to continue intrigue and awareness about the campaign. These generated interest and conversation about the new species.
The board took these badges away and kept them for their own. This in turn generated conversation with colleagues throughout the Edinburgh Zoo alongside our comical news broadcast.
