| Title | FATE'S IN YOUR HANDS |
| Brand | WWF CHINA |
| Product / Service | WWF CHINA |
| Category | A07. Best Use of The Internet/New Media, Including Mobile Phones, PDAs etc. |
| Entrant | BBH CHINA Shanghai, CHINA |
| Entrant Company: | BBH CHINA Shanghai, CHINA |
| Advertising Agency: | BBH CHINA Shanghai, CHINA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Johnny Tan | BBH China | Executive Creative Director |
| Carol Ong | BBH China | Writer |
| Ken Lu | BBH China | Writer |
| Yinbo Ma | BBH China | Art Director |
| Alex Avis | BBH China | Art Director |
| Jasmine Huang | BBH China | Account Director |
| Philip Man | BBH China | Planner |
| Josephine Peh | BBH Singapore | Web Producer |
| Dr.michael Gervautz | Qdero | Mobile Executive Producer |
| Steve Chao | Qdero | Character Concept Creator |
| Dr. Daniel Wagner | Qdero | Augmented Reality Tracking Scientist |
| Dr. Istvan Barakonyi | Qdero | Mobile Augmented Reality Producer |
| Marco Dörflinger | Qdero | Ar Character Programmer |
| John Gu | Qdero | Animator |
| Oliver Pei | Qdero | Animator |
In two short weeks: ·3.7 times increase in website visits (534,574 unique visitors)* ·2.34 times more new membership* ·Over RMB114,000 free media from China online press alone. Excluding coverage on national and international TV and press such as Contagious magazine, Channel News Asia, The Strait Times, and more. This is the most successful digital campaign of WWF China. Sources: Webtrends, Media 360+ *vs same period 2008
1. INVITE. Download the mobile software through online banners, email, SMS, seeded social media, and word of mouth. 2. ENGAGE. A virtual bear appears on your phone screen. Point your camera anywhere and see the bear striving to survive new, 'strange' environment: such as bumping into walls, tripping down stairs and running away from moving objects. A message appears, 'Wildlife's fate is in your hands. Protect its natural habitat.' 3. ACT. The mobile app takes you straight to WWF China's sign up page. It also links to your address book for easy viral sharing via SMS.
The challenge: To motivate China's youth to be more involved in WWF's species protection program. Our idea: Wildlife's fate is in your hands. To make the issue tangible, we developed the world's first mobile application where a virtual bear interacts with your environment, in real time. 1. ENGAGE VIRTUALLY. Point your phone anywhere and see how the bear struggles to cope outside its habitat. 2. ENGAGE FOR REAL. The mobile app links directly to WWF China's sign up page; and to your address book for easy viral sharing through SMS. Our cause is also spread via blog links, email, and social media. China's youth live through their phones. By harnessing the power of mobile in a revolutionary way, we made it easy to make a difference in species protection.