2012 Winners & Shortlists

The Brief

The objective was to showcase the variety of animals on the programme 'Wildlife' while helping to spread the message of animal conservation. 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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

In the two-week teaser, collectively the images received almost 11,000 likes and more than 1,600 comments. To date, the Facebook app has over 3000 regular players and well over 350,000 likes.

Explain why the method of promotion was most relevant to the product or service

We thought of a game that was both universal and played by people and children of all ages. And since Nat Geo is about education through entertainment, the Wild card packs were the answer to get people participating and inspired to go online and spread the word of animal conservation. And it was only fitting that man was doing something to save the future of our planet's wildlife, since he is the main reason for the decline in numbers of many species.