WWF Promo, Case study LISTEN TO THE TIGER by Ogilvy & Mather Beijing

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Beijing
Creative Director Yanyan Yang
Art Director Jimmy Wang, Umax Zhao
Copywriter Doug Schiff, Oliver Tang, Li Tong
Released January 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: WWF
Product/Service: WWF
Date of First Appearance: Jan 15 2011
Entry URL: http://www.our-work.org/wwf/listen
Execuive Creative Director: Doug Schiff (Ogilvy Beijing)
Creative Director: Yang Yanyan (Ogilvy Beijing)
Associate Creative Director: Jimmy Wang (Ogilvy Beijing)
Art Director: Jimmy Wang/Umax Zhao (Ogilvy Beijing)
Copywriter: Li Tong/Doug Schiff/Oliver Tang (Ogilvy Beijing)
Account Team: Miya Chen/Allan Ma/Barbara Shaw (Ogilvy Beijing)
Flash Designer: Shin Yamaharu (Ogilvy Beijing)
Agency Producer: Wang Daqing/Zhuang Yu (Ogilvy Beijing)
Media placement: Website/digital OOH - Website/digital OOH - Jan, 2011

Insights, Strategy & the Idea

Only 50 tigers are living in the wild in China as many still think of their parts as having medicinal or strength-providing powers. This campaign let people hear from the tigers themselves, and gave citizens a way of showing their support.

The challenge was to create something with a budget of less than US$5,000. The TRAFFIC (endangered animals group within WWF) had even less money for this campaign than WWF has for their campaign. In addition, most city-dwellers in China don't care or even think about tigers very much. And animal protection is not something that's important to Chinese in the Mainland. The key objective was to create something that could draw upon something that Chinese cared about in order to make a strong point about tigers.

Creative Execution
As the Year of the Tiger was quickly coming to an end, the connection between the year of the tiger ending and the tiger coming to an end was made. This idea was combined with wanting to bring the roar of the tiger to the centre of the city, where you can never hear such a sound. So we created a website where you could hear the tiger after 50 people (the number of tigers remaining) signed up for support.

A tiger-striped sound wave was seen both online and at a popular big-screen when enough showed their support.

Results and Effectiveness
In the first few days leading up to Chinese New Year (the last days of Year of the Tiger), over 36,000 had signed up, through the website or through Weibo (China's twitter). In addition, newspaper and online articles numbered close to 100, spreading the word further. In terms of the design, the website became an FWA Sight of the Day as well.