2012 Winners & Shortlists

Results and Effectiveness

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

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, receiving thousands of quote and comments. The campaign then launched with 20,000 packs being sent out to media publications and to schools across the region. A link on the pack directed 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. Augmented reality also touched on peoples conscience by letting them interact with the critically endangered/extinct animals. Since Nat Geo is about education through entertainment, activations were organized for children to play and learn more.

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 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 they can help spread the message.