2012 Winners & Shortlists

The Brief

We were briefed to raise awareness for the variety of animals that feature on 'Wildlife' - the regular show on nat Geo Abu Dhabi. But from research, we discovered that many of the animals being showcased were either threatened or endangered as a species. So we wanted to help spread word of animal conservation, and not just in the region, but around the world. We created Wild Cards, the game where people can play and learn more about these animals, the dangers the face and how people still have a key role to play in their survival.

Creative Execution

Since Nat Geo is about education through entertainment, it was important to identify something universal that people of all ages can relate to and be engaged by. The card game is just that. And by applying it online, we were able to extend our reach to all audiences.

Describe the creative solution to the brief/objective.

In a two-week teaser, images of the animals used in the packs were posted one by one on the Nat Geo Abu Dhabi Facebook fan page to generate hype. The campaign then launched with 20,000 packs being sent out to media publications and to schools across the region. A Facebook link on the pack let them spread the word by playing Wild Cards online. By challenging friends and winning games, they were rewarded with merit cards for their social interaction. The more they played, the further they spread the message.

Results

20,000 packs sent out through media publications. In the two-week teaser, collectively the images received almost 11,000 likes and more than 1,600 comments. Facebook app currently has: over 3000 regular players well over 350,000 likes