WWF DM LITTLE TIGER - BIG MESSAGE by Rapp Germany

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LITTLE TIGER - BIG MESSAGE

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Direct marketing
Market Germany
Agency Rapp Germany
Creative Director Arne Heins
Copywriter Manfred Plessentin
Released October 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: WWF
Product/Service: WWF
Agency: RAPP GERMANY
Date of First Appearance: Oct 4 2010
Entrant Company: RAPP GERMANY, Hamburg, GERMANY
Managing Director: Stefan Setzkorn (Rapp)
Creative Director: Arne Heins (Rapp)
Unit Director: Imke Schoening (Rapp)
Copywriter: Manfred Plessentin (Rapp)
Media placement: Print Ad - Newspapers, Magazines: Focus, Sueddeutsche Zeitung, Horizont, Eltern, Bunte, Dog - 04. October 2010

Describe the brief/objective of the direct campaign.
The number of tigers living in the wild has fallen to 3,200. The WWF aims to reverse the trend and double this figure to 6,400 by 2020. In the ‘Year of the tiger’ - 2010 - the WWF started a worldwide action and appealed for donations throughout all media channels.
We had to develop a campaign for Germany that both publicised their plight to opinion leaders in politics and business as well as young parents - while raising money through donations. Our agency worked pro bono and there were no funds available for media and production. We had to make a big roar! and get them to act.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The WWF initiative has the support of luminaries such as Hillary Clinton, Leonardo DiCaprio and Vladimir Putin. With so many prominent people on board, it only stood to reason that Europe’s most famous and best-loved cartoon tiger - Janosch’s ‘Little Tiger’ - should also get involved. His popularity and 85% ‘brand awareness’ in Germany made him the ideal ambassador for this campaign. With the simple, yet provocative message - “Hilfe!” (Help!) - ‘Little Tiger’ tugged at readers’ heartstrings from the pages of selected magazines and newspapers.

Explain why the creative execution was relevant to the product or service.
The creative execution was designed to stir an emotional response. Thanks to his popularity, our use of ‘Little Tiger’ immediately struck a resonant chord with the target group as he appealed for donations - while highlighting the gravity of the situation.
The response was ‘child’s play’. To support the little tiger, people just had to just text the word “Tiger” to a special telephone number and 5 Euros was automatically donated - no coupons or bank details, just a direct payment. The ‘thank you’ SMS then also gave people the opportunity to support the WWF over a longer period.

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.
The campaign was a resounding success. Bavaria Sonor Musik und Marketing GmbH and Little Tiger publishing companies waived all due copyright royalties. Magazines and newspapers such as Focus, Bunte, Sueddeutsche, Horizont, Dogs immediately agreed to publish this likeable advertisement free of charge.
The special telephone number received over 30,000 text messages through various WWF actions, raising around 150,000 Euros in the process - of which approximately 40% (58,000 Euros) is estimated to have been generated by our ‘Little Tiger’.