Over 95% of the world’s wild tiger population has vanished over the last century, with around 3,900 left. Devised by Because Experiential Marketing, WWF’s Tiger Experience will put participants in the shoes of a ranger, walking through an exotic forest where tigers roam.
The campaign, running for 12 days, will launch at Westfield London on 26 July, before featuring at Westfield Stratford City from 2 to 7 August.
A three-minute experience has been designed to give people an insight into the reality of tiger poaching and drive donations and pledges of support.
It 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 via social media channels.
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.
Joss Davidge, director of the unexpected at Because said: "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."
Kerry Blackstock, director of public fundraising at WWF-UK added: "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."
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