| Title | ENDANGERED AWARENESS |
| Brand | COLOGNE ZOO X SNAPCHAT |
| Product/Service | AWARENESS FOR THE ENDANGERED SPECIES ASIAN ELEPHANT, SIBERIAN TIGER AND PHILIPPI |
| Category |
E02. Social Purpose |
|
Entrant
|
SNAP INCORPORATED Hamburg, GERMANY
|
|
Idea Creation
|
SNAP INCORPORATED Hamburg, GERMANY
|
|
Idea Creation 2
|
COLOGNE ZOOLOGICAL GARDEN Cologne, GERMANY
|
|
Media Placement
|
SNAP INCORPORATED Hamburg, GERMANY
|
|
Media Placement 2
|
ACHTUNG! Hamburg, GERMANY
|
|
Media Placement 3
|
THE PR NETWORK London, UNITED KINGDOM
|
|
PR
|
THE PR NETWORK London, UNITED KINGDOM
|
|
Production
|
SNAP INCORPORATED Hamburg, GERMANY
|
|
Post Production
|
SNAP INCORPORATED Hamburg, GERMANY
|
|
Post Production 2
|
BEN&JAN Hamburg, GERMANY
|
Credits
| Liane Siebenhaar |
Snap Inc. |
Creative Strategy Lead D-A-CH |
| Michael Levaggi |
Snap Inc. |
Strategic Planning & Communications Manager |
| Ardawan Okhovat |
Snap Inc. |
Creative Project Manager |
| Christopher Schütt |
Cologne Zoo |
Head of Marketing |
| Jan Rosenstock |
BEN&JAN |
Art Direction |
| Christina Eckel |
PR Network |
PR Manager |
| Anna Jussack |
achtung! GmbH |
Account Manager |
| Yevhen Yehorov |
Snap Inc. |
3D Design |
| Artem Tsapkin |
Snap Inc. |
Lens Production |
Background
Every year more than 200 species go extinct. If we don't act species like the asian elephant, siberian tiger and philippine crocodile will continue to vanish. To give people and especially the Gen Z/ Millennials a new perspective on the topic, it requires an unusual creative lever. The reason for this is that species protection is not relevant in our daily life and not visible enough.
Describe the strategy
The Cologne Zoo is a leader when it comes to species conservation. With the breeding and release of endangered animal species, zoologists ensure that they are preserved in the wild.
To give people and especially the Gen Z/ Millennials a new perspective on the topic, it requires an unusual creative lever. The reason for this is that species protection is not relevant in our daily life and not visible enough.
Describe the execution
During a 2-week installation, the endangered animals could be brought to life digitally at information stations using snapcodes and 2-meter AR markers in the enclosure.
Afterwards the AR experience was available to all Snapchatters in Germany as Lenses.
List the results
The project spreads on Snapchat and beyond. The press reported all over Germany about the installation - starting from major newspapers continuing in TV and radio. Report on 269 national media. Media equivalent value: € 1.5 million. Average usage time of the lenses in the zoo: 164s. Increase in sessions on the conservation and donation website: + 22% sessions and number of sold tickets increased by 15% compared to the same time frame before.