This interesting and somewhat controversial online campaign by Ogilvy Cape Town aims to rally support for Forever Wild, a rhino protection initiative, by hijacking Youtube videos. Here are the hows and whys, the updated results and a new case study above:
Rhinos will be extinct within 10 years if they continue to be killed for their horns. The non-profit Forever Wild initiative, with zero budget, briefed us to raise awareness of the poaching issue and get people to sign an online petition that will be presented to the US Congress.
People don’t seem to have even a minute for serious messages, yet they spend hours on frivolous online distractions.
For two weeks we created dozens of YouTube clips, remixed versions of each day’s most frivolous trending videos (and some all time classics). By piggybacking on the ‘viral-ness’ of the original, these Trojan Horses forced people who actively searched for these silly videos to confront the stark reality of how they were spending their time.
We knew we’d reach the conscience of some people, and piss off others. But the idea certainly touched a nerve. With $0 spent, We gained over 300 000 YouTube views, over 11 000 Facebook likes, and petition signatures increased by almost 400%, more than enough to present a strong case to Congress later in 2012.
Campaign Name: YouTube Interventions
Advertised brand: Forever Wild
Advertising Agency: Ogilvy Cape Town
Creative Director: Chris Gotz
Art Director: Prabashan G. Pather
Copywriter: Sanjiv Mistry
Agency Producer: Iris Vinnicombe
Editor: Ric Shields / Craig Glenday
IT: Nicky van der Walt
Music and Sound: TheWorkRoom
Social Media Manager: Chris Rawlinson
Production company: Platypus Productions
Voice Artist: Adam Behr