Entertainment as a Marketing Powerhouse (PR)

Animation has long been a form of entertainment that has been adored, captivating audiences of all ages since the 1800s.  However, its role has evolved dramatically, and today, animation is a powerful marketing tool for businesses, brands, and organisations to promote products, services and experiences. Its visual appeal and engaging storytelling make it especially effective in our fast-paced, attention-demanding world. 

One organisation that has successfully harnessed the power of animation is the Mandai Wildlife Group. This Singapore-based organisation manages the Mandai Wildlife Reserve and has seamlessly integrated animation into its marketing and educational efforts. By doing so, they effectively convey important messages about wildlife conservation and environmental preservation, combining entertainment with impactful messaging.

A prime example of this approach is their Ranger Buddies program, aimed at educating and raising awareness among youths about wildlife conservation. To bring this program to life, Mandai partnered with SuperPixel, an animation studio with global operations in Singapore, Canada, Indonesia, and Australia. Together, they utilised 3D animation to create captivating and informative content that engages the younger generation, Mandai’s target audience.

Reflecting on the initial meeting at Mandai, Kelvin Wira, the Director of SuperPixel Pte Ltd, reminisced, “From the outset, we had the valuable opportunity to connect with Mandai’s Chief Creative Officer, Chris Chiu. He approached us and shared their vision for an animated series featuring their actual zoo animals, seeking our expertise as an animation studio. Recognising that the project aligned perfectly with our strengths, I presented relevant previous work and discussed our ability to deliver comprehensive creative solutions. The synergy was immediate, and their confidence in our capabilities grew quickly. We are delighted to play a role in educating people about environmental and wildlife protection”.

For the launch of Ranger Buddies, SuperPixel produced a 3D animated video to introduce the program to the public. This video highlights the program’s mission to educate young people about protecting wildlife and the environment in an engaging and adventurous way. The storyline features animated characters based on real-life animals at the Mandai Zoo, such as Khansa the orangutan – creating a relatable connection for zoo visitors. By presenting the Ranger Buddies program through an exciting narrative, the video effectively conveys Mandai’s message while keeping the audience entertained. This engaging narrative encourages families to visit the zoo regularly rather than just occasionally.

The success of the initial video, which attracted more regular visitors to the zoo, led Mandai to commission SuperPixel for additional animated videos focusing on other zoo animals. Each animated video features a different animal, highlighting the threats to its habitat and raising awareness about conservation efforts. For example, another campaign centred on Pedro the Sea Lion, telling his story about marine life and the dangers of plastic pollution in his ocean home. This 3D Animated Video showcased the impact of human activities on marine ecosystems and emphasised the importance of reducing plastic waste and cleaning up the ocean.

In another series, the focus was on Arlo, the king penguin, and the dangers of climate change affecting his Antarctic home. This story highlighted the effects of global warming on polar regions and the urgent need for climate action. The video, which garnered over 300.000 views on YouTube, became the second most viewed video on their channel, proving the effectiveness and attention-grabbing power of animation. By using animated characters that visitors can relate to, Mandai creates a strong emotional connection with the audience, making the educational content more impactful and memorable.

Kelvin praised the marketing strategy as innovative – stating, “I truly admire Mandai Wildlife Group’s vision to connect audiences, especially children, through animation. Mandai recognises that storytelling is the most effective way to convey important messages, helping young audiences understand the significance of preserving our natural world. By inviting them to become the heroes of these stories, Mandai promotes a positive message about environmental stewardship and animal protection. This combination of compelling storytelling and interactive visual animation not only engages them but also makes the viewing experience memorable”.

The use of animation allows Mandai to address complex environmental issues in a way that is accessible and engaging for all ages. It transforms abstract concepts into relatable stories, making it easier for viewers to understand and empathise with the plight of wildlife. This blend of education and entertainment not only promotes the Ranger Buddies program but also fosters a deeper understanding and appreciation for their environmental conservation efforts.

The success of Mandai’s animated campaigns demonstrates that animation is not only a compelling tool for storytelling and marketing, it is also an effective way to educate and raise awareness about critical issues. Mandai’s strategic use of animation shows how it can solve problems and achieve intended goals, making it an invaluable asset in modern communication strategies. By leveraging the power of animation, Mandai has been able to reach a wider audience, engage them in meaningful ways, and inspire action towards wildlife conservation and environmental preservation.

In conclusion, the evolution of animation from a form of entertainment to a powerful marketing and educational tool has opened up new possibilities for organisations like the Mandai Wildlife Group. Through their partnership with SuperPixel, Mandai has successfully utilised animation to create engaging, informative, and impactful content that resonates with audiences and drives positive change. As technology continues to advance, the potential for animation in marketing, education, and other industry sectors will only grow – offering endless opportunities for creative and effective communication.

If you’re searching for a creative partner to bring your visions to life, look no further than SuperPixel Animation Studio! With years of professional experience, they’ve collaborated with notable names like MTV Asia, McDonald’s, and TikTok. SuperPixel specialises in a wide range of animation services, including 2D, 3D, motion graphics, anamorphic, and Augmented Reality/Virtual Reality immersive experiences. They use cutting-edge technology and stay ahead of industry trends to deliver the latest and most modern approaches for their clients. Explore their portfolio and get in touch with them by visiting Superpixel.sg!