Title: Wildlife Watch
Media: Ambient/OOH & Digital
Country: United Kingdom
Date Of Campaign: 3rd March 2021
Background: Context: There’s increasing competition in the world of smartphones, with new brands and handsets with similar specs. Samsung believe in using their ‘tech for good’. Brief: Earn peoples' love and attention, while highlighting what makes Samsung phones special and pushing its human connection further. Objectives: · Highlight the phone’s advanced camera technology to deliver the human connection with the audience · Drive earned attention through relevant cultural, engaging, authentic and newsworthy stories that genuinely link Samsung phones and people’s passion points when there’s no new product news · Reach a younger, more consumer-centric, less technical audience, through coverage in news and broader lifestyle media · Drive appeal and brand differentiation amongst a younger (Gen Z) audience · Be multi-market: resonate across as many European countries as possible How could we earn people’s hearts and minds, while getting as many people as possible to discover the camera technology inside Samsung Galaxies?
Idea: Creative Idea: We created Wildlife Watch: a customised live streaming experience that enables people worldwide to become virtual wildlife rangers, using Samsung phones on the African plains as surveillance devices. Upcycled Samsung Galaxy handsets planted to live-stream from across the African plains made way for a 24-hour worldwide wildlife watch, protecting the animals and raising awareness of poaching. ‘Watchers’ could move between cameras, report suspicious sightings to all-female anti-poaching unit ‘the Black Mambas’ and share images from the watch on social. We built the livestream with Africam and the Black Mamba Anti Poaching Unit by repurposing Galaxy S20 FE handsets in the Balule Nature Reserve in South Africa, part of the Kruger National Park. The handset’s pro-grade cameras captured live footage, streaming 24/7. While upcycled handsets were redeployed as perimeter fence CCTV cameras. Improving the rangers’ surveillance and supporting them in their daily tasks and boosting the reach of Africam’s infrastructure by 50% for the 2-month campaign. Anyone could become a virtual ranger on Wildlife-Watch.com, our campaign hub. Samung.com also directed viewers there.
Results: Reach: 1.9+ billion total media impressions Activated in 30+ European countries Participation in 199 countries Engagement: 172,737+ virtual rangers (https://www.wildlife-watch.com/ for up-to-date numbers) 94,545 hours spent watching Average watch time: 25min 20sec 7.7 million total social engagements (likes, comments, shares) 61% of people using wildlife-watch.com are Gen Z or Millennials (high awareness and engagement amongst target) £11K+ and 30 phones donated to black mamba rangers 3740% increase in Google searches for ‘wildlife watch’ Coverage: 800+ pieces?(earned, owned, partner) Included in the WWF’s teaching materials, used 764 times on Google Classroom, featured in children’s news Nos Jeugdjournaal, BBC Newsround & KidsWeek. Coverage across lifestyle (e.g. Mix Mag, Verge), top-tier news (e.g. Reuters, Euronews, Associated Press, Sunday Telegraph) and broadcast (e.g. BBC Radio, France 24, Bloomberg) Broadcasts on Bloomberg, France24, and Nos Jeugdjournaal Posted by the UN and NGO ‘Helping Rhinos’. Influencers posted without payment, inc. National Geographic photographer Shannon Wild.