ENDANGERED AWARENESS

TitleENDANGERED AWARENESS
BrandCOLOGNE ZOO X SNAPCHAT
Product/ServiceAWARENESS FOR THE ENDANGERED SPECIES ASIAN ELEPHANT, SIBERIAN TIGER AND PHILIPPI
Category I07. Corporate Purpose & Social Responsibility
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
Name Company Position
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.

Please tell us how the brand purpose inspired the work

The aim of the Cologne Zoo and Snapchat was to inform and educate people about species conservation. The reason for this is that species protection is not relevant in our daily life and not visible enough. To give people and especially the Gen Z/ Millennials a new perspective on the topic, it required an unusual creative lever. Due to the physical placement of the project it was possible to take the zoo visitors 2-weeks into an AR experience to create awareness about the endangered animal species and the AR experience was available to all Snapchatters in Germany as a Lens afterwards. Due to the reason that the press reported all over Germany about the installation - starting from major newspapers and continuing in TV and radio it was possible to extend the impact.