Virtual reality lies at the heart of new WWF tiger campaign

19 JULY 2016, LONDON, UK
Summary
WWF’s new “Tiger Experience” will use an emotive virtual reality and CGI experience to raise both awareness and funds to protect the world's dwindling wild tiger population.

WWF-UK, part of the world’s leading conservation organisation, is combining virtual reality with a 360° CGI film for a pioneering new awareness and fundraising campaign this summer, designed to highlight the plight of wild tigers and the field officers who help protect them.

Created by BEcause Experiential Marketing, WWF’s new “Tiger Experience” will put participants in the shoes of a ranger, walking through an exotic forest where tigers roam. The emotive 3 minute experience has been designed to give people a powerful experiential insight into the reality of tiger poaching, and drive donations and pledges of support.

The new VR brand experience looks to build understanding about an important issue; over 95% of the world’s wild tiger population has vanished over the last century, with around 3,900 left.

The novel new campaign will launch at Westfield London W12 on 26th July (running until 31st July), and will then go on to Westfield Stratford City E20 from 2nd - 7th August; a total of 12 days of live activity.

The VR experience will offer a number of learning opportunities for children and adults, as well as an in-built social mechanic to encourage the campaign’s message to be shared quickly and effectively via social media channels. The experiential activation has been carefully designed to achieve strong visual stand-out, with visitors given the chance to experience tigers within their natural habitat.

This live activity will be supported by additional promotion on digital screens throughout the centres, as well as dedicated social media support to drive further awareness. WWF-UK also aims to make the CGI video available online after the activation, extending the experience to viewers worldwide as an interactive 3D and 2D 360˚ video. It is anticipated that the video will trigger strong emotional responses and action from those taking part.

Joss Davidge, Director of the Unexpected at BEcause Experiential Marketing, comments:

“Virtual reality is a story-telling medium like no other, providing the opportunity to deliver total immersion and unprecedented levels of engagement. Our VR campaign for WWF promises to bring to life the challenges that tigers face in the wild in compelling fashion. It will transport visitors on an incredible journey and promises to challenge perceptions.”

Kerry Blackstock, Director of Public Fundraising at WWF-UK, adds:

“We are working to double the number of tigers in the wild to over 6,000 by 2022, and to achieve this important goal we need support and greater awareness for this global issue. We’re confident that BEcause’s imaginative approach and creative use of VR will deliver a highly memorable experience to those that take part in our campaign this summer.”

WWF-UK believes that everyone can play a part in helping to double wild tiger numbers. To find out more and adopt a tiger, please visit wwf.org.uk/tigerexperience or search for #WWFTigerExperience.

– ends –

Editor's notes

About WWF

WWF is one of the world’s largest independent conservation organisations, with more than five million supporters and a global network active in more than one hundred countries. Through our engagement with the public, businesses and government, we focus on safeguarding the natural world, creating solutions to the most serious environmental issues facing our planet, so that people and nature thrive. Find out more about our work, past and present at wwf.org.uk.

Photography credit: ‘© naturepl.com / Anup Shah / WWF’

Quotes
"Virtual reality is a story-telling medium like no other, providing the opportunity to deliver total immersion and unprecedented levels of engagement. Our VR campaign for WWF promises to bring to life the challenges that tigers face in the wild in compelling fashion. It will transport visitors on an incredible journey and promises to challenge perceptions." Joss Davidge, Director of the Unexpected, BEcause Experiential Marketing
"We are working to double the number of tigers in the wild to over 6,000 by 2022, and to achieve this important goal we need support and greater awareness for this global issue. We’re confident that BEcause’s imaginative approach and creative use of VR will deliver a highly memorable experience to those that take part in our campaign this summer. " Kerry Blackstock, Director of Public Fundraising, WWF-UK
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