| Title | TIGER CHALLENGE |
| Brand | WWF RUSSIA |
| Product/Service | WWF RUSSIA |
| Category |
C01. Use of Digital in a PR campaign |
|
Entrant Company
|
POSSIBLE HUNGRY BOYS Moscow, RUSSIA
|
|
Advertising Agency
|
POSSIBLE HUNGRY BOYS Moscow, RUSSIA
|
Credits
| Vlad Sitnikov |
Hungry Boys |
Creative Director |
| Ksenia Apresyan |
Hungry Boys |
Creative/Idea |
| Sergey Andronov |
Hungry Boys |
Art Director |
| Ekaterina Semenova |
Hungry Boys |
Illustrator |
| Alyona Shakirova |
Hungry Boys |
Pr |
The Campaign
Website Run4tiger.com allows runners to compare their achievements with those of an endangered Amur tiger living in Russia's Far East.
We have fixed a GPS tag on a wild Amur tiger, so that everyone can track its movements at any moment. The tiger, which has been tagged with a tracking device, covers about 10 kilometers a day on average. Anyone with a running app on their smartphone can take part in the challenge by registering online, where users can compare their daily, weekly and monthly performance with that of the tiger.
The aim of the project is to raise awareness of the endangered tiger species, and those taking part are encouraged to donate $5 to the fund should they lose the challenge
With Tigers in Russia running about 10km per day, you’ll be put to the test to see if you can beat it. The only catch, is that if you lose, you will automatically donate to WWF.
We incorporated use of the tracking pad and scrolling to emphasise moving forward, to draw parallels with running and ultimately do something positive and future facing to support this endangered species – which is also a pretty nifty athlete in its own right!
The Brief
Our goal was to build awareness about the problem and raise funds for the campaign to save Amur tigers. We had a brief from client that had a very small budget and need to solve the problem
What do we know about tigers? They run a lot – up to 10 km per day, and running gets much trendier all around the World, especially in big cities. People have always been unfair to tigers killing them for their own purposes, so now it is finally time for a fair challenge between the tiger and the human.
Execution
We have fixed a GPS tag on a wild Amur tiger, so that everyone can track its movements at any moment. The tiger, which has been tagged with a tracking device, covers about 10 kilometers a day on average. Anyone with a running app on their smartphone can take part in the challenge by registering online, where users can compare their daily, weekly and monthly performance with that of the tiger.
0% spent on media
PR Value $100 000
Over 80 mentions in the global media
10,000 visited run4tiger.com in the first two weeks of the campaign
In total were run 24 318,66 km by people and tiger
The Strategy
We decided to play on the global trend of running. We wanted the website to be completely different from most charity apps We tried to convey that everyone has the power to change something for the better in the world. Combined, we can all help the tiger.