Ol Pejeta Conservancy Digital, Case study The World’s Most Eligible Bachelor [image] by Ogilvy & Mather Nairobi

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The World’s Most Eligible Bachelor [image]

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Digital, Interactive & Mobile, Case study
Market Kenya
Agency Ogilvy & Mather Nairobi
Creative Director Emuron Alemu, Max Ngari, Kwame Ny’ongo
Art Director Sid Tomkins, Peter Hahn
Copywriter Chris Waller, Emuron Alemu
Released October 2016

Awards

Cannes Lions 2017
Promo And Activation Digital & Social: Use of Social Platforms Bronze Lion
Media Sectors: Charities & Non-profit Bronze Lion

Credits & Description

Category: Public Interest, NGO
Media: Digital
Brand: Ol Pejeta Conservancy
Agency: Ogilvy
Geo: Kenya
Advertising Agency: Ogilvy & Mather Africa, Nairobi, Kenya
Regional Creative Director: Joao Espirinto Santo
Creative Directors: Alemu Emuron, Kwame Ny’ongo, Max Ngari
Art Directors: Sid Tomkins, Peter Hahn
Copywriters: Alemu Emuron, Chris Wall
Photographers: Black Bean Productions, Churchill Oele
Programmers: Vimal Kaul, John Nguru
Agency Producer: Heeral Gandhi
PR Team: Naomi Mutua / Ogilvy London PR, Catherine Karongo / Ogilvy Mumbai PR
Sound Design: Supersonic
Published: May 2017
Production Company: Black Bean Productions, Cape Town / Tinder, Los Angeles / Supersonic Africa, Nairobi / Ogilvy & Mather Africa, Nairobi
Creative Director: Maxwell Ngari (Ogilvy & Mather Africa)
Motion Designer: Churchill Oele (Ogilvy & Mather Africa)
Regional Creative Director: Joao Espirito Santo (Ogilvy & Mather Africa)
Group Creative Director: Alemu Emuron (Ogilvy & Mather Africa)
Regional Managing Director: Mathieu Plassard (Ogilvy & Mather Africa)
Creative Partner: Kwame Nyongo (Ogilvy & Mather Africa)
Production Manager: Serah Kariuki (Ogilvy & Mather Africa)
Project Manager: Heeral Ghandi (Ogilvy & Mather Africa)
Director Of International Communications: Agnes Gomes-Koizumi (Tinder)
Digital Marketing Director: Amy Wiedemann (Tinder)
Marketing Coordinator: Julia Mazur (Tinder)
Account Director: Will Painter (Ogilvy & Mather London)
Account Executive: Lauren Roberts (Ogilvy & Mather London)
Account Executive: Gemma Ginsberg (Ogilvy & Mather London)
Account Executive: Andrew Will (Ogilvy & Mather London)
Account Executive: Ellie Satterthwaite (Oily & Mather London)
Account Manager: Kayleigh Broddle (Ogilvy & Mather London)
Deputy Managing Partner: Naomi Mutua (Ogilvy & Mather Africa)
Head Of Technology: Vimal Kaul (Ogilvy & Mather Africa)
Ogilvy & Mather India: Mr Krityanand Kundan (Consultant)
Ogilvy & Mather India: Ms Diksha Rathour (Associate Partner)
Head Of Media: Phil Reay-Smith (Ogilvy & Mather London)
Campaign Description:
We chose to look at the bright side of Sudan the rhino's grim situation. Considering the fact that he has 7,000 females ready to carry his baby, is the literally the last of his kind and lives on a picturesque 90,000 acre ranch under the protection of his personal team of military trained bodyguards, we decided to dub him "The World’s Most Eligible Bachelor” and made a Tinder profile for him where users just had to swipe right to match with him and be redirected to Ol Pejeta Conservancy's site where they could donate to his cause.
Relevancy:
A consortium of institutions is currently carrying out research on Assisted Reproductive Techniques to protect the northern white rhino species from the brink of extinction. The Ol Pejeta Conservancy, which hosts the last three remaining northern white rhinos- one male and two females, does not have enough funds to complete this process. The ‘Most Eligible Bachelor Campaign’ was a PR-driven campaign aimed to create global awareness on the plight of the northern white rhino species and raise funds towards the research. The campaign done at no budget got coverage in over 200 media outlets across the globe.
Strategy:
Our strategy was two-pronged. First, was to get Tinder on board to have a profile of Sudan. This was to create talkability and drive potential donors to the Ol Pejeta website. The second strategy was to bring media on board to drive awareness of the campaign to mass audiences across the world. We began by working on the creative idea, which was ‘The Most Eligible Bachelor’ after which we worked on PR messaging. The PR approach we took was to first engage the target media on a one to one basis on the campaign to ensure the stories that got out were in line with the intended messaging.We then organised for live radio and TV interviews- some of which were request based while others were sourced. For online push, we engaged high profile individuals such as Hollywood Star Lupita Nyong’o and footballer Aaron Ramsey to tweet about the campaign.
Execution:
The execution involved a press conference held in Kenya, the home of Sudan. The purpose of the press conference was to bring all media together in one room and get the message out wide. Since the campaigns aim was to raise funds and create awareness, we focused on international media outlets with correspondents in Nairobi. After the press conference, there was a series of live interviews, which further drove the conversation. We also sent out the press release, footage, audio and pictorials to all media houses that were not represented at the Press Conference. The implementation of the PR activities as per the PR plan is ongoing. On Wednesday, May 3rd, we took a group of Journalists to Ol Pejeta Conservancy for follow-up stories on the campaign. The campaign had over 2.1billion impressions and over $165million in estimated PR value
Outcome:
In just one week, the rhino's tinder profile was swiped right over
000,000 times, there were over
100,000,000 media impressions, over 24,000 unique mentions and an over 320% increment in donations to the Ol Pejeta Conservancy. Also, with zero investment, we got an estimated PR value of 165,928,270 USD.
Synopsis:
The last living male Northern White Rhino is called Sudan, he lives in Kenya's Ol Pejeta conservancy and cannot mate naturally due to old age and a range of other issues. If he dies, his species will become extinct with barely any hope of revival. They are CRITICALLY ENDANGERED.Our brief was to help increase the number of donations being sent to the Ol Pejeta Conservancy's "Last Chance to Survive" breeding program so as to aid in funding the research into Artificial Reproductive Techniques like IVF that are required to enable him breed through one of 7,000 Southern White Rhino surrogates and give his species a chance at survival.