LOTTERY TICKET

TitleLOTTERY TICKET
BrandWCS - WILDLIFE CONSERVATION SOCIETY
Product / ServicePROTECT THE WILDLIFE
CategoryB05. Public Service, Charity & Fund Raising
EntrantGUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA
Entrant Company:GUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA
Advertising Agency:GUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA

Credits

Credits

Name Company Position
Stephen Mui Guangzhou Newsun/JWT Advertising Executive Creative Director and Art Director
Yiping Liu Guangzhou Newsun/JWT Advertising Creative Director and Art Director
Ning Xue Guangzhou Newsun/JWT Advertising Creative Director
Shanliang Zhang Guangzhou Newsun/JWT Advertising Copywriter
Chaowen Zheng Guangzhou Newsun/JWT Advertising Copywriter
Weijun Lin Guangzhou Newsun/JWT Advertising Art Director
Desheng Dai Guangzhou Newsun/JWT Advertising Retouch

Results and Effectiveness

Over 1,200, 000 people participated. 95% of them said this campaign was interesting and impressive. 93% of the people interviewed said they would never eat wild animals or buy accessories made from them again. More than 20 major media, including TV stations, newspapers and websites covered and followed up the campaign. The number of visitors to the WCS website increased about 155%. The total cost of the activity was less than 500 USD.

Creative Execution

We compared the probability of winning the one million lottery and that of seeing the endangered species, and found out the later was smaller. We designed a series of simulated lotteries based on the comparison, conveying the following message to the target audience: to win the 1,000,000 lottery is difficult, but to see the endangered species is even more difficult! To maximize the reach of target consumers, we distributed the simulated lotteries near lottery purchase centers and at the zoo, included them in magazine direct mails and tickets to lectures etc.

Insights, Strategy and the Idea

Target audience: Chinese people who consume wild animals have expanded from “the wealthy” to “the public”. Purpose: increase public awareness of the urgency to protect endangered wild animals. Challenge: many people are supportive of eating wild animals. They are indifferent to relevant ads and commercials that are against it. Strategy: develop a new medium to engage the target audience. Insight: close to 25% of adults buy lotteries regularly, and they are also the emerging market for wild animal consumption. Idea: to win the 1,000,000 lottery is difficult, but to see the endangered species is even more difficult! Everyone dreams of winning one million dollars from lotteries. We compared the probability of winning the lottery and that of seeing the endangered species. We therefore designed a series of simulated lotteries based on the comparison. When they realized the chance of seeing endangered wild animals is even smaller, they were greatly touched.