The Sao Paulo Zoo in Brazil is the largest in Latin America and the 4th largest in the world. With the decision of seducing a more qualified public the zoo created the 'Night Tours', where visitors are accompanied by zoo monitors and have the opportunity to observe about 20 species with night habits. The tour is made with flashlights and torches which mixes adventure, ambient education with leisure.

The main marketing objective is to conquer a new public, aged between 16 and 50 years old, offering a different and exciting attraction, calling the attention of both adults and young people, consolidating the zoo as a routine breaker kind of programme which combines leisure and entertainment. The campaign talks first with people we call 'climax makers', which includes young couples and young groups of friends from the middle class searching for a different kind of warm-up for a Friday night.