| Title | TIGER ROYALTY |
| Brand | PANTHERA |
| Product/Service | WILD CAT CONSERVATION ORGANISATION |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
HAPPINESS BRUSSELS, BELGIUM
|
|
Production Company
|
BLISS INTERACTIVE & MOBILE Ho Chu Mingh City, VIETNAM
|
Credits
| Karen Corrigan |
Happiness |
Executive Creative Management |
| Geoffrey Hantson |
Happiness |
Chief Creative Officer |
| Kris Hoet |
Happiness |
Chief Innovation Officer |
| Philippe Fass |
Happiness Brussels |
Creative Director |
| Niek Eijsbouts |
Happiness Brussels |
Creative Director |
| Pieter Claeys |
Happiness Brussels |
Creative Director |
| André Mota |
Happiness Brussels |
Concept Provider |
| Pascal Kemajou |
Happiness Brussels |
Group Account Director |
| Anna Touvron |
Happiness Brussels |
Graphic Design |
| Bart Vande Maele |
Happiness Brussels |
Agency Producer |
| Alan Cerutti |
Happiness Saigon |
CEO/Strategic Director |
| Nejwa Jacobs |
Happiness Saigon |
Account Manager |
| Livia Lancelot |
Happiness Saigon |
Project Manager |
|
Bliss Interactive/Mobile |
Web Development |
|
Moxy Post Production |
Post Production Company |
Brief Explanation
The tiger is one of the most iconic animals on Earth, but the largest of the big cats is on the brink of extinction. With as few as 3200 surviving in the wild today, tigers have disappeared from 97% of the landscapes they once occupied. At the same time tigers are globally admired. Their image, pictures and patterns are broadly used for brands, clothing, food and all kinds of objects. The world is full of tiger inspired products. So, to save the wild tiger, the global wild cat conservation organization, PANTHERA, came with a simple but game changing idea: Tiger Royalty. An artistic rights fee for the conservation of wild tigers and a completely new, far more permanent way of fundraising.
Results and Effectiveness
The Tiger Royalty program started end of October, so it’s too soon for meaningful results. But with some important partners already on board, like Ginkgo (South East Asian clothing retailer). And many others engaging as we speak (Tiger Beer, Tiger Air, Disney, Kellogs… ), the Tiger Royalty program is quickly extending across Asia and the rest of the world. No doubt that tens of companies will follow soon to save the wild tiger, one product at a time.
Creative Execution
Tiger Royalty is a completely new form of Sponsorship and a completely new way of fundraising.
Channels used:
Online – Digital: We created awareness videos explaining the concept to reach both companies and citizens. In addition, we took advantage of the Tiger Royalty partners' websites to create awareness for the wild tiger extinction among the general public.
Out-of-home: We created offline material that any Tiger Royalty partner could use in their stores such as on price tags.
With these media working together, we created a network of influence which allowed us to increase pressure on companies that earn revenue from tiger inspired products to become Tiger Royalty partners.
Insights, Strategy and the Idea
Usually fundraising campaigns are directed towards citizens. We challenged that approach with Tiger Royalty: a completely new, far more permanent way of fundraising, directed towards the industry instead of the general public. How it works: Tiger Royalty partners agree to support tiger conservation with the sale of their tiger-inspired products. So every time someone buys one of these products, the partner company will pay a royalty to tigers. All Tiger Royalties will benefit Panthera’s Tigers Forever Program whose goal is to increase tiger numbers at key sites by at least 50% over the next ten years.