The Objective

To create an online campaign which would build excitement and buzz online about a brand-new big cat exhibit at ZSL London Zoo – without being able to show the exhibit itself. It had to communicate the campaign’s three key messages:

• Two new big cats in London
• Brand new tiger exhibit opening
• Only 300 Sumatran tigers left in the wild

The Approach

Combine two of the internet’s favourite things: cats and maps, and Cat Map was born.

The standalone site was built on a customised and fully interactive map to which cat owners could add their own cat, including a name, photo and description – plotted exactly where it lives on a map of the world.

Cat-lovers can explore their local neighbourhoods for the, see the top-rated cats in the world, or filter by cat/kitten, male/female, and colouring of cat such as tabby, tortoiseshell or ginger.

In the centre was the Zoo with it’s own unique tiger icons – one for each of the two Sumatran tigers who were moving into their new home.

The Result

• 17,000+ cats added
• 9 million PR reach including national & international press coverage (Time Out, Metro Online, The Londonist, Wired Japan)
• Viral on social media all over the world