Title | LOTTERY TICKET |
Brand | WCS - WILDLIFE CONSERVATION SOCIETY |
Product / Service | PROTECT THE WILDLIFE |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | GUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA |
Entrant Company: | GUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA |
Advertising Agency: | GUANGZHOU NEWSUN/JWT ADVERTISING Guangzhou, CHINA |
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 |
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.
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.
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.