As the UK's premier safari park, Longleat wanted to generate interest and excitement for the opening of their newest animal exhibit, the only place in England to see koalas, Koala Creek. To launch the Spring 2019 campaign, they needed a Sky Adsmart-ready TV advert that made a real emotional connection with their audience and could also be used for digital.
A second Australian Summer TV ad was aired in July.
How We Did It
We met with the Longleat team to discuss their brief - a high-quality 30-second advert for marketing during key periods. This included variations, cutdowns and digital marketing optimisation.
Skylark's creative team responded quickly with two concepts, one of which formed the basis of the Koala Creek advert. Filming was done on a 4k cinema camera over a day on location at the safari park. The entire process from concept to delivery took only six weeks.
A second shoot was planned shortly after with dancers and a didgeridoo player. New actors were also cast to appear in the summer advert.
A beautiful yet bold addressable TV ad, unlike anything Longleat has done before, focusing on visitors' astonished first-time reactions to the lovable creatures. The advert initially launched on social media and in its first weekend attracted 20,000 views, over 100 shares and over 400 likes on Facebook alone.
The first Koala Creek campaign generated up to 19,000 impressions during the period frequency on Sky AdSmart, over 5.3 million impressions on social and over 1.6 million impressions through display partners.
In total, over 7.5 million people have seen a Koala Creek video over the Easter phase - the population of London!
'The team have been consistently upbeat, optimistic, great problem solvers and easy to get along with. I’ve been so impressed by how quickly they’ve worked to deliver the requirements in such a short space of time, and have gone out of their way to accommodate the evolution of the brief.'