WWF and BEcause launch CGI tiger experience
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WWF UK 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 three 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 aims to shed light on the fact that over 95% of the world’s wild tiger population has vanished over the last century, with around 3,900 left.
The 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.”
