SAVE OUR TIGERS by Dentsu Communications Bangalore for AIRCEL

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SAVE OUR TIGERS

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Industry Environmental & Animal Issues
Media Direct marketing
Market India
Agency Dentsu Communications Bangalore
Executive Creative Director Shivanand Mohanty
Art Director Samson Samuel
Copywriter Sangeeta Velegar
Released January 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: AIRCEL
Product/Service: SAVE OUR TIGERS CAMPAIGN
Agency: DENTSU COMMUNICATIONS
Date of First Appearance: Jan 30 2010 12:00AM
Entrant Company: DENTSU COMMUNICATIONS, Bangalore, INDIA
Entry URL: http://www.saveourtigers.com
Chief Creative Officer: Gullu Sen (Dentsu Communications)
Executive Creative Director: Shivanand Mohanty (Dentsu Communications)
Creative Director: Sangeeta Velegar (Dentsu Communications)
Associate Creative Director: Samson Samuel (Dentsu Communications)
Copywriter: Sangeeta Velegar (Dentsu Communications)
Art Director: Samson Samuel (Dentsu Communications)
Account Manager: Namita Kumar (Dentsu Communications)
Senior Account Executive: Somya Kumar Nanda (Dentsu Communications)
Media placement: Television - Zee Network, Star TV, NDTV Discovery / Animal Planet, HBO Etc - Jan 30, 2010
Media placement: Celebrity Byte 1 - Zee, HBO, Star TV, NGC, AXN, Colors, Star News, CNN IBN, NDTV INDIA, CNBC TV 18, - Feb 5, 2010
Media placement: Celebrity Byte 2 - Zee, HBO, Star TV, NGC, AXN, Colors, Star News, CNN IBN, NDTV INDIA, CNBC TV 18, - Feb 5, 2010
Media placement: Celebrity Byte 3 - Zee Network, Star TV, NDTV Discovery / Animal Planet, HBO Etc - Feb 5, 2010

Describe the brief/objective of the direct campaign.
Few Indians knew that the country’s national animal is facing a real threat of extinction. Even fewer cared. The tiger crisis is serious and urgent. From a population of over 40,000 at the turn of the last century, there are only 1411 left in India today…and the number is declining. The objective was to inform them of the fact, in a way that inspired them to take a stand.

Explain why the creative execution was relevant to the product or service.
The story of the cub and its missing mother cut through all layers of society. The film evoked an emotional response. People remembered it, talked about and felt for it. It made tigers top of mind. Aircel’s commitment to this cause is long term. It has partnered with WWF-India to support on ground programs that will help protect the tiger. This campaign is part of that commitment, and reflects Aircel’s belief that communications is a powerful tool for positive change.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The creative task was to make Indians FEEL for their national animal. Indians are used to and somewhat immune to 'crises'. To cut through the clutter of crises and apathy, the TVC tells the story from the eyes of a tiger cub. Then it hammers home the shockingly low number of tigers left: only 1411. It encourages viewers to spread the word and directs them to the website: www.saveourtigers.com

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
www.saveourtigers.com has 216,249 registrations and growing. The site registered 2,248,545 page views, out of which 63.61% was direct traffic. The site got 616,719 unique visitors. The facebook page for the campaign ‘Stripey the Cub’ has 236,193 fans and growing. In addition, huge number of tweets from Indian celebrities and extensive media coverage added to the impact of this campaign. The hype created by the campaign urged the Indian government take stern actions against poachers and levy heftier fines. The ‘tiger’ became part of more and more Indian conversations. It now has a growing constituency.