The Most Eligible Bachelor in the World
Ol Pejeta Conservancy (with Tinder)2017
The Most Eligible Bachelor in the World is a 2017 dating-app profile (social campaign) for Ol Pejeta Conservancy, created by Ogilvy Africa, Nairobi.
Why it works
In April 2017 Sudan, the last male northern white rhino, joined Tinder. Ogilvy Africa wrote his profile for Kenya's Ol Pejeta Conservancy, in partnership with the app, and sold his predicament as a catch: 43 years old, one of a kind, a 90,000-acre home and a team of armed bodyguards. 'I don't mean to be too forward, but the fate of my species literally depends on me,' it read. Swiping right led to a donation page, because Sudan could no longer mate naturally and the conservancy needed around $10 million to develop IVF for rhinos. It is studied as a cause appeal slipped into a platform built for something else entirely, using the app's own grammar of profiles and swipes to make extinction personal. The agency reported that the donation site crashed within an hour of launch and that two million people swiped right. It won Lions in three categories at Cannes in 2017 and a Gold for media innovation at the Loeries. Sudan died in March 2018.
Techniques
- Purpose and cause A conservancy puts the last male of a rhino species on a dating app, where swiping right leads to donations for rhino IVF.
- Humour His profile sells extinction as a dating catch, boasting of a vast home and armed bodyguards and joking that his species depends on him.
Sources · 4
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