Forever Wild, Ogilvy Cape Town imzasıyla; yasa dışı gergedan boynuzu ticaretinin, gergedan neslini 10 yıl içerisinde tüketeceğini insanlara duyurmak ve bu sayede imza toplamak istiyordu. Duyarlı olanlar zaten ilgi gösteriyordu. Hedef ise “Ciddi işlere ayıracak zamanım yok” diyen kişilerdi. 60 “komik” YouTube klibi yeniden remixlendi. Videoların belli bir yerinden sonrasına ise insanı sarsacak gergedan görüntüleri eklendi. Boynuzu canlı haldeyken vahşice kesilmiş ve ölüme terkedilmiş gergedan görüntüleri. Kampanya bu sayede %400 oranında imza toplamayı başarmış ve YouTube’da 300.000 kez izlenmiş ve Facebook’da 11.000’in üzerinde like almış. Keşke duyarlı olmak için bunca çabaya gerek kalmasa…
A media buy, without the media buy. Very smart thinking. Rhinos will be extinct within 10 years due to the escalating illegal international trade in rhino horn. Forever Wild, a non-profit initiative with no budget, wanted to convey how critical the rhino poaching situation is, and get people from around the world to sign their petition that would be presented to the US Congress. Ogilvy Cape Town’s insight was that people say they have no time for serious stuff, yet they spend hours on silly online distractions. So they created “YouTube Interventions” – over 60 YouTube clips that were remixed versions of frivolous trending videos (and some classics). Targeting people who actively searched for stupid viral videos, these Trojan Horses forced them to confront the reality of how they spent their time online. Ogilvy Cape Town gained over 300 000 YouTube views, over 11 000 Facebook likes, and petition signatures increased by almost 400%, enough to present a strong case to Congress later in 2012. And all this with $0 spent.
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Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Social Media Manager: Chris Rawlinson
Agency Producer: Iris Vinnicombe
Editor: Craig Glenday, Ric Shields
Digital Producer: Nicky van der Walt
Director: Ian Chuter
Voice Artist: Adam Behr
