| Title | TIGER ROYALTY |
| Brand | PANTHERA |
| Product/Service | WILD CAT CONSERVATION ORGANISATION |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
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 |
The Brief
With as few as 3200 surviving in the wild today, tigers have disappeared from 97% of the landscapes they once occupied. The wild tiger is on the brink of extinction. 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. 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.
Campaign Success
Usually fundraising campaigns are directed towards citizens. We challenged that approach with Tiger Royalty: a completely new, far more permanent way of fundraising, asking companies to actively engage, 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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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, Kellogs, Disney… ), 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.
Explain why the method of promotion was most relevant to the product or service
While most fundraising campaigns are temporary and directed towards the general public, the Tiger Royalty program clearly asks companies and the industry to actively engage in a completely new, far more permanent way of fundraising. Clearly aiming for a long term activation and partnership between PANTHERA and companies that sell Tiger inspired products or services, or companies that have 'Tiger' in their brand name.