Mandai's latest gamified campaign lets you choose your wild adventure

Mandai Wildlife Group has unveiled a new campaign to celebrate the launch of its latest park, Rainforest Wild Asia. The campaign, titled "Choose your wild" aims to generate awareness and excitement around the new wildlife experience and attract both local and international visitors to discover the park’s unique offerings as well as deepen their appreciation for Southeast Asia’s rainforests.

Central to the campaign is the release of three films mimicking the look and feel of a video game. The three films start with viewers "choosing a character". The characters include an elderly couple, a young girl and a man. The film which chooses the young girl will see the character exploring the rainforest. She comes across a langur and two options show up on the screen - 'seek' or 'hide'. The option 'seek' gets chosen and the girl runs through the forest and levels up.

Once the character has leveled up, she is seen climbing metal rungs, ladders and suspended bridges at the park's Wild Apex Adventure. The film ends with her conquering the path and overlooking the expansive park of the Mandai Wildlife Reserve and Langur Island habitat.

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The film choosing the young man will see him searching for tiger in the rainforest. The options 'fierce' and 'fun' shows up on the screen when he encounters a mouse deer. He chooses 'fun' and eventually levels up. Once he's leveled up, he jumps at the AIA Vitality Bounce attraction. The attraction allows guests to use a climbing net amidst the canopy and traverse various zones.

Finally, the film which chooses the elderly couple will see them entering a cavern where they see various species such as a scorpion and a snake. As the terrified couple go deeper into the cavern, they are given the option to continue or give up. When they choose to continue, the couple levels up and finds themselves completing their adventure.

The campaign was created in collaboration with creative agency TBWA and media agency SPARK Foundry. It comes following Singapore's Rainforest Wild Asia's opening on 12 March. The zoological park is Singapore's fifth park and is inspired by the lush and rich rainforests of Asia.

“Rainforest Wild Asia is unlike a typical zoo experience, and our Choose Your Wild campaign embodies this bold reimagining. We are excited to launch this marketing campaign, bringing the adventure and spirit of the park to life,” said Sandy Lee, vice president of marketing, Mandai Wildlife Group.

Speaking to the launch, Mike Barclay, group CEO of Mandai Wildlife Group said "There are three unique dimensions to Rainforest Wild Asia. First, we are presenting highly immersive flexible habitats featuring key Southeast Asia species. We live in one of the world’s most biodiverse regions, but many of the region’s species are under threat due to the loss of wild habitats and the negative impact of pollution. With the belief that you can't protect what you don't know, we want to raise awareness about the region’s incredible wildlife species by shining a spotlight on them in this park."

“Second, we encourage our guests to experience a rainforest up in the tree canopy, down on the forest floor and below the ground through a stunningly re-produced cave chambers that have been inspired by the Mulu Caves in Sarawak. And third, we encourage visitors to tailor their own adventurous outing in Rainforest Wild Asia, from guided offerings for adrenaline seekers to exciting forest treks, or the extensive network of universally designed elevated walkways that cater to people with diverse mobility needs," added Barclay.

The launch of the park has also seen numerous partnerships, including an exclusive collection with Teva. The curated collection sees adventure-ready footwear that is designed for the park's terrains. It is made up of six pairs of shoes, including the brand's Terra FI 5 Universal sandal, Hydratrek sandal CT and Grandview Max GTX sandal.

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