#3890 TIGERS + WWF

Title#3890 TIGERS + WWF
BrandHEINEKEN ASIA PACIFIC PTE. LTD.
Product / ServiceTIGER BEER
EntrantHEINEKEN ASIA PACIFIC Singapore, SINGAPORE
Idea Creation MARCEL SYDNEY, AUSTRALIA
PR OGILVY PUBLIC RELATIONS WORLDWIDE Singapore, SINGAPORE
Production HECKLER Sydney, AUSTRALIA
Production 2 GOODOIL FILMS Sydney, AUSTRALIA
Production 3 JKR SINGAPORE, SINGAPORE
Production 4 CREAM COMMUNICATIONS GROUP Phnom Penh, CAMBODIA
Production 5 DUMBFOUNDEAD VIA TRANSPARENT AGENCY Los Angeles, USA
Additional Company FREEFORM UNTITLED SDN BHD Petaling Jaya, MALAYSIA

Credits

Name Company Position
Marcel Sydney Marcel Sydney Advertising Agency

The Campaign

o 24 billion selfies were uploaded onto Google in 2016. Of these, 1 million a day were attributed to our target audience (millennials). The selfie is the ultimate tool for self-promotion – the exact kind of promotion needed to raise the profile of the threat to wild tigers and reach WWF’s goal of doubling the number of wild tigers by 2022. So we asked ourselves, what if the self-indulgent selfie could become a selfie-for-good? o Introducing the newest weapon in the fight to save Tigers - #3890Tigers. Transforming the selfie, into a pledge to save the wild tigers. Combating demand for illegal tiger parts by raising awareness and educating consumers worldwide.

Creative Execution

o Activated in 11 countries, 3890tigers centres on a web app integrating art and AI technology to create custom selfies. The campaign was launched with an art installation in our home market of Singapore. We then amplified the campaign with 7 online films educating and inspiring consumers as artists from six countries created tiger art. A network of influencers, publications and social posts amplified the campaign further and drove consumers to 3890tigers.com. We even created a bespoke track, composed by our films narrator Dumbfoundead that is available on iTunes to purchase, with all proceeds going to WWF. To show support, we removed the tiger from our logo across packaging for the first time since the brand started in 1932. The 2 month long campaign, culminated in connected events in 8 countries across the world for World Tiger Day – an international day created by WWF to celebrate the tiger.

o Tiger Beer made saving the wild tigers part of social conversation, raising awareness of the plight of the tiger. We shifted the cultural perception of tiger parts from acceptable to taboo amongst young consumers, tackling the demand for illegal tiger parts at the source. o The results showed that the world didn’t want to see a future without tigers. ? 1.2 billion impressions to date ? $6.5 million USD earned media value ? 5.9 million engagements on social media ? Activated in 11 countries ? 21,000 pledge artworks created ? WWF funding raised $6 million SGD

The work brings to life a single campaign idea across multiple channels including digital, social, OOH, events, packaging, PR, influencers, sponsorship. At the core of the campaign is a website on which consumers can create selfie artwork using AI technology and artworks created by six artists across the world. The communications on other channels ultimately drive consumers to this central hub and educate consumers about the wider cause, saving wild tigers, that the campaign supports.

o The tiger is the icon and emblem of Tiger beer. But with a 96% reduction in wild tigers in the last century and only 3890 left in the wild. We didn’t want to see a future without tigers. o The problem facing tigers was two fold – supply from poaching and demand from consumers. With donations to WWF we could help reduce supply by targeting poachers on the ground and helping governments reinforce regulations. But to reduce demand we needed to make consumers aware of the threat of illegal tiger trade. o Our target audience are 18-35 year old men in beta. They have a social conscience and are looking to make their mark on the world. They are highly active on social media, posting over 1 million selfies a day in 2016 and are looking to engage with brands that have purpose and stimulate and educate them.

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