Allforbear.com
WWF
Issue 27 | July 2013
Agency
BBDO Moscow
Creative Team
Creative Director: Nikolay Megvelidze Copywriter: Evgeny Shinyaev Art Director: Mikhail Tkachenko
Production Team
Design Studio: Vasil Akulov, Konstantin Usatov, Tatiana Bukhovets, Elena Klochkova, Aleksandr Kolosov, Dmitry Bashmakov Producers: Boris Anisonyan, Dmitry Medvedev, Arina Metelskaya Digital developers : “2Nova Interactive” Producer: Metelskaya Arina Digital producer: Elena Pugovkina Account manager: Julia Trifonova Art director: Oleg Medvedev Illustrator: Oleg Vorontsov Program developers: Ivan Nikitin, Nikita Zulyaev, Sergey Moiseev, Aleksey Romanenko, Julia Shapovalova
Other Credits
Account team: Managing Director BBDO White: Burenko Dmitriy Client service director: Ekaterina Guvakova Group account director: Vladlena Obukhova Account supervisor: Viktoria Semikasheva Senior account manager: Ekaterina Chistova Senior account manager: Urnova Maria Strategic team: Natalia Chuich, Roman Sidorov Digital supervisor: Anton Akulov Social media specialist: Ekaterina Strelnikova Senior Layer: Julia Mikhailova PR team: Natalia Semina, Lyaisan Yumaguzina
Date
March 2012
Background
A digital project focused on the problems of polar bear preservation has been launched by BBDO Moscow. The interactive online project at http://allforbear.com aims to increase public awareness of the issue and involve many users.
With their natural habitat – ice – rapidly melting away, the 25,000 population of polar bears in the Arctic region is facing extinction. Estimates indicates that only ? may survive by 2050, and the ice level last year has reached its minimum, showing a gap of the size of Turkey compared to the minimum level in 2007. The endangered future of the bears is made even worse by factors like climate change, fish migration, as well as poaching and pollution in the Arctic region.
Idea
To help the WWF raise money for the project and draw public and media attention to the problem, BBDO Moscow created a special website http://allforbear.com and encouraged users to share it in social media.
The website shows the virtual ice habitat of the polar bears surrounded by sea. Each click on the blue sea area turns water into a floe of ice, which gets their name, and give the bears more space to live in. The website mechanics are based on the Pay-With-A-Tweet concept: each click generates a sharing link for social media accounts: Facebook, Twitter, Vk.com. It is a simple viral growth formula: the more people visit the website and share it with their friends, the more donations are received by the WWF. By “buying” a bear to live on the ice, users support the preservation program and environmental projects and increase the survival chances of polar bears. Celebrities, bloggers, companies, radio stations and even football clubs are also encouraged to participate in order to spread the word and attract attention to the situation in the Arctic region.
Results
The website gained a great momentum, and without a single penny spent for media support the total audience of the project just in social networks amounts to over 6 million people by now. Russian outdoor media showed their support by providing free advertising spaces, while major online media and the Russian LiveJournal community promoted it on their websites completely free of charge! The giant ice floe also obtained its very own ‘walk of fame’, as Russian celebrities joined in to help save the polar bears. As a result, without having spent a single penny on media support, the campaign’s PR value in free media coverage reached the equivalent of around $1,000,000.