Category A01. Activation by Location
Idea Creation FF PARIS, FRANCE
Name Company Position
Michael Neveu WWF France Head of Digital, Social Media & Video
Fanny Rathelot WWF France Digital Communications Officer
Héloise Pichon WWF France Attaché de presse
Fred & Farid Fred & Farid FF Founders / CEO
Olivier Lefebvre FF CEO - Partner
Etienne Renaux FF Creative Director
Julien-Pierre Mallet FF Creative Director
Yann Rougeron FF Art Director
Jalila Levesque FF PR Manager
Guillaume Blaineau FF Social Media Manager
Grégoire Bazin FF Project Manager


“ Together, we are the solution Born in 1961, WWF is one of the world's leading independent environmental protection organizations. Our experience as a world-renowned foundation has taught us that the well-being of humans and the good health of our environment and wildlife are closely linked. That is why we adopt a globalist approach that takes into account the interdependence between the state of the planet and human development. Our mission is also to raise awareness of the environment and to accompany the metamorphosis of citizens towards a more respectful way of life. Thanks in particular to the new medias - social networks - WWF broadens its audience to audiences of all ages and from all profiles. In 2018, WWF released its annual report, and ask us to raise awareness about the organisation by relinking them to the new generation of citizens through social networks “

Describe the creative idea

WWF decided to address its annual report to the ones who really care: the new/next generations, and turn it into a disruptive pedagogical tool. In 2018, for the International Biodiversity Day, WWF hijacked Snapchat. In its map function, Snapchat uses zones of heat mapping called “Hotspot” to show the locations of 19M active users in real time across the world. By downloading a program, we changed geo-locations on mobiles: from Paris to Greenland. Then we invited young climate militants in a secret space, and for 8 hours we have been posting Snaps from the new targeted geolocated zone in Greenland. After a while, the Hotspot was covering the Arctic and became the biggest spot on the world map. When they click on this area, Snapchat users discovered short videos summarizing the Annual Report and alerting Snapchat-users on Climate Changes... but moreover feeding them to act with a lot of tips.

Describe the strategy

Snapmap counts 19M of active users each day. Hijacking was for us the most relevant way to create our own free media. We would like to address to the new generations who take in consideration all those climate changes. We all know the “Fear Of Missing Out“ of the social media users. We know that having this huge hotspot on the snapmap will stimulate the curiosity of the users and young climate militants to turn into ambassadors of the operation.

Describe the execution

This was a perfectly synchronised 24 hours operation. We created a ‘lab’ in a secret area in Paris where we invited young climate militants. The lab was set up in 2 areas. The first one was to hack easily their geolocation on their smartphone ( Apple, Android … ). The second second space was turned into a video installation with WWF annual report projected and explained on the walls. During 6 hours, they recorded the installations and post datas and tips to act on snapchat. All the contents appeared in Greenland perfectly visible on all the time zone during 24 hours. In parallel we activated the WWF’s Sponsors and PRs to relay the operation on their social media accounts making the #ArcticHotspot trending topic on Twitter in France this day.

List the results

We counted more than 2M views in 24 hours on Snapchat. The visits on WWF’s website increased of 20% in France during the operation. And in 2018, the association counts +5% of donations in comparison with 2017 Mayor of Paris Anne Hidalgo praised the operation on Twitter and students organisations are working now hand in hand with WWF to develop their actions. source donation https://www.bfmtv.com/societe/pour-la-premiere-fois-en-pres-de-dix-ans-les-dons-ont-baisse-de-42percent-en-2018-1668475.html