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Marketing In Asia > Blog > Business > News > Escape from Everyday Life: Join the Bird Paradise Journey in Mandai’s Innovative Campaign
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Escape from Everyday Life: Join the Bird Paradise Journey in Mandai’s Innovative Campaign

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Last updated: 2023/05/31 at 4:00 PM
haidar bajrai
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Image source: Campaign Brief Asia
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Mandai Wildlife Reserve takes flight with its innovative ‘Take off to Paradise’ campaign for Bird Paradise, a remarkable 17-hectare wildlife park nestled within the Mandai Wildlife Reserve. Teaming up with creative agency The Secret Little Agency, the campaign breathes life through film, activation, social media, and out-of-home (OOH) components. 

 'Take off to Paradise'
Campaign Brief Asia

The creative aim is to make every Singaporean aware of this readily accessible, vibrant haven – Bird Paradise, offering an enchanting respite from the routine of daily life, says Nicholas Ye, the Chief Creative Officer of The Secret Little Agency. 

The campaign’s centerpiece, a short film, elegantly depicts the daily struggles of various individuals, such as traffic jams or office work, contrasted with the allure of a paradisiacal escape. The story pulls the audience towards a hopeful, brighter light representing the Bird Paradise. 

“We eagerly welcome everyone to experience the vibrant avian life, engaging presentations and our dedicated keepers in our park. Come, find your piece of paradise with us,” shares Sandy Lee, Vice President of Marketing, Mandai Wildlife Group. 

Set to a poetic narrative by celebrated Singaporean poet and playwright Joel Tan, voiced by professional narrator Ramesh Panicker, the film is a work of art. The campaign extends its wings with OOH initiatives featuring three park aviaries and a digital experience at the Dhoby Ghaut Great Wall, aiming to remind the urban dwellers that paradise is just around the corner. 

As part of its social media drive, the campaign offers an AR photowall interactive in-park experience, where visitors can capture their moments using a special Instagram filter that mimics the park’s ambiance. 

Also read: Climate Council Initiates Code for Sports and Arts Bodies to Break Ties with Fossil Fuel Sponsorships

Earlier this year, Mandai Wildlife Group expanded its global footprint through a strategic partnership with Klook to enhance international visitorship to the Mandai Wildlife Reserve. Leveraging Klook’s robust digital marketing and social content strategies, they aim to entice the growing millennial and Gen-Z demographics in key markets such as Australia, Indonesia, Malaysia, the Philippines, Thailand, and South Korea. 

This news is based on a report by Marketing Interactive. 

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TAGGED: AR photowall, Bird Paradise, daily life escape, digital marketing, interactive in-park experience, international visitorship, Klook, Mandai Wildlife Reserve, millennial and Gen-Z segments, OOH assets, singapore, social media, Take off to Paradise campaign, The Secret Little Agency, wildlife park

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    haidar bajrai May 31, 2023 May 31, 2023
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    By haidar bajrai
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    With a strong sense of compassion and a desire to effect real change, I am a passionate and purpose-driven person committed to having a positive impact on the world. I am inspired by works that present fresh viewpoints and insights. Hence i engage with travelling and participating in outdoor activities to learn more about the world. Exposure to diverse cultures and environments fuels my capacity for creative problem-solving, which also broadens my perspective on life.
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