2012 Winners & Shortlists

Results and Effectiveness

In the two-week teaser phase, images were posted on the Facebook fan page and received almost 11,000 likes and more than 1,600 comments. Then came launch day, and since then the Facebook app has over 3000 regular players and well over 350,000 likes and counting. But the real result was how people spread the message of animal conservation across the world. Proving that there is still great hope for the card that holds all the power - Man.

Creative Execution

In a two-week teaser phase, images of the animals used in the packs were posted one by one on the Nat Geo Abu Dhabi Facebook fan page. The campaign then launched with 20,000 packs being sent out to media publications and to schools across the region. A link would then direct them online where they could now spread the word by playing Wild Cards on Facebook. By challenging friends and winning games, they were rewarded with merit cards for their social interaction. The more they played, the further they helped spread the message. There was also an activation/competition held for children to play and learn more. Both with the packs and on Facebook. All in a bid to make them aware of the issues sooner rather than later.

Insights, Strategy and the Idea

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 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 we can help spread the message of animal conservation. Card games are universal and played by people of all ages. Including 8-15yr olds who we targeted since Nat Geo is all about education through entertainment.