Cannes Lions

Wildlife Watching

SMFB, Oslo / MONDELEZ INTERNATIONAL / 2016

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Case Film
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Overview

Entries

Credits

Overview

Description

A lot of people in the cities are detached from wildlife experiences because of work and other "urban obligations".

We wanted to inspire these people to plan their next hiking trip by giving them access to some of the magic moments out there. Together with experts we mounted cameras out in the wilderness where activity from wild animals was expected. After a testing period the cameras broadcasted live from the wilderness 24/7 for a couple of weeks. People could follow the broadcast and spot different sorts of wild animals live via their desktop, tablet or mobile phone through VGTV, Norway's biggest online TV channel.

Execution

1. Research places with 4G coverage.

2. Location scouting.

3. Mounting cameras and test period together with online TV channel (VGTV).

4. Campaign start and going live. Live for a couple of weeks.

5. Promotion through Facebook and web + mobile banners.

Outcome

People spent a total of 2225 hours watching nature live.

The average time spent was 4 minutes and 2 seconds.

Total shares on Facebook was 13 times higher than the expected goal.

And during the campaign period, Kvikk Lunsj climbed to the no. 1 most sold chocolate in Norway.

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