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Small Agency Pro Bono Campaign of the Year, Silver: Bailey Lauerman

'Zooglies' for the Lincoln Children's Zoo in Nebraska

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From left: Marty Amsler, VP-creative director; Mary Palu, exec VP-connections strategy; Andy Fletcher, CEO; Julia Doria, exec VP-chief marketing officer; Doug Hagge, exec VP-chief strategy officer; Abbey Johnson. director-client engagement; Carter Weitz, chairman-chief creative officer.
From left: Marty Amsler, VP-creative director; Mary Palu, exec VP-connections strategy; Andy Fletcher, CEO; Julia Doria, exec VP-chief marketing officer; Doug Hagge, exec VP-chief strategy officer; Abbey Johnson. director-client engagement; Carter Weitz, chairman-chief creative officer.
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Maria Montessori once said, "Imagination does not become great until human beings, given the courage and the strength, use it to create." And that's precisely what the folks at Bailey Lauerman, our 2013 Small Agency of the Year, did with "Zooglies." The campaign for Nebraska's Lincoln Children's Zoo aimed to increase memberships despite the lack of new exhibits or animals and with fierce competition just 50 minutes away from another zoo.

Exploring the minds of children and their experiences at the zoo, a collection of imaginative animals with names like Bibbly Bear and Fox Popper were created and brought to life through radio, social media and other media outlets. The effort led to an 18% increase in visitors, 9% boost in membership sales, and revenue from summer camps rose 58% from the previous year.

"We apply uninhibited imagination to really complex business challenges," said Bailey Lauerman Exec VP-CMO Julia Doria.