Health insurance company FBTO saw a great opportunity when a gorilla named Bokito escaped from the Rotterdam Zoo on May 18 and attacked a female visitor who had repeatedly made eye contact with the primate.
It is thought that the attack was triggered by the direct eye contact, an act known to set gorillas off. FBTO capitalized on the publicity of the incident to showcase their simple intuitive solutions by distributing more than 2,000 “BokitoViewers†at the entrance of the Zoo. The viewers allow you to look directly at animals while giving the illusion that you are looking away from them.
The witty campaign was created by DDB ad agency in Amsterdam, The Netherlands with creative director Martin Cornelissen and art directors Chris Sant and Marco Sluijter.
Capitalizing on Zoo Attacks
BokitoViewers
Trend Themes
1. Animal Attack Protection - Opportunity to innovate protective gear and viewing tools for zoo visitors.
2. Eye-contact Avoidance - Opportunities for products and solutions that avoid eye contact and use alternative means of communication.
3. Intuitive Solutions - Opportunity to create and promote easy-to-use and intuitive solutions for everyday problems.
Industry Implications
1. Insurance - Insurance companies can take advantage of unusual events to advertise their policies and related services.
2. Advertising - Creative advertising campaigns can incorporate current events and trends to promote products and services.
3. Tourism - Travel and tourism companies can provide unique experiences and safety solutions to attract more customers.