Amsterdam's City Campaign Drives People to the Zoo at Night

Clubs and bars are known as some of the best hotspots for urban nightlife, but in order to inform the public that the ARTIS zoo is also open late, Amsterdam set up a unique city campaign. This marketing initiative was installed in several stages, starting with sending out electronic angler fish replicas into the water. After generating some media buzz about the mysterious lights appearing in the canals, a microsite was created to track the location of the fish. Finally the fish came out of the water in the form of rickshaws and gathered in the city streets to offer free rides to the zoo at night.

Appealing to an audience of adult zoo-goers, this campaign is a fun way to drum up excitement and intrigue thanks to the form of the mysterious anglerfish.