Save the Tiger
Idea:
With Tiger numbers depleting by the day, Signpost India decided to do something to create awareness on the need of the hour – Tiger Conservation. Signpost India wanted to take a different route to draw attention towards the cause. Owing to its prominence as India’s Tiger Capital, Nagpur was shortlisted as the destination for the cause. To ensure our forthcoming generations keep hearing the majestic roar, Signpost, in collaboration with the Forest Ministry and over 100 esteemed brands decided to further the cause of ‘Save the Tiger.
Execution:
High impact conventional & transit media were shortlisted for enhanced visibility while participating brands offered to put up one free advertisement on these sites. Enthusiastic brands also shared their own creative communication and specially designed creatives for the cause. In order to establish a connect with the masses, over a lac pugmark were pasted in the premises of schools, colleges, Nagpur International Airport, Railway Station & NEERI to increase awareness. The campaign witnessed several creative communications, which once helped the issue of ‘Save the Tiger’ once again grab headlines across the city. The campaign thus turned out to be a roaring success in which for the first-time ever in history over 100 brands came together for one common cause.
We shortlisted high impact billboards and bus queue shelters on the route while entering in to the city and spread across the city. We invited brands to show their unanimous support for the cause by offering them conventional/transit media sites for free of cost. Several brands shared their own creative designs for the cause.
Campaign Effectiveness:
We made use of high impact media to grab eyeballs and trigger conversations around the cause. The campaign was executed in Nagpur considering its prominence as India’s Tiger Capital. The transit and conventional media sites were shortlisted considering the traffic impact while entering the city or commuting across it. The billboards & bus queue shelters were thus put up at key vantage points. Over 100+ creative units were showcased during the entire duration of the campaign. Over 21,000 sq. ft. was utilised for the 10-day campaign which took at least a month right from campaign conception to execution. Over 1 lac impressions were generated across social media.
This innovative strategy ensured the campaign reaches at an altogether new level which creates positive communication regarding the cause of – Save the Tiger!