SUB CATEGORY :

COLLABORATION & MEDIA PARTNERSHIP

ENTRANT COMPANY :

CHEIL WORLDWIDE, SEOUL

TITLE :

ANISTAY

BRAND :

WWF KOREA

ADVERTISER :

WWF KOREA

AGENCY :

CHEIL WORLDWIDE, SEOUL

EXECUTIVE CREATIVE DIRECTOR :

YEHOON LEE

CREATIVE DIRECTOR :

KAYOUNG SEO

ART DIRECTOR :

WIJEON LEE/AJIN LEE

COPYWRITER :

KAYOUNG SEO/HYOEUN JEON

ACCOUNT DIRECTOR :

WONJUN JANG

ACCOUNT MANAGER :

EUN HYE JO

ACCOUNT EXECUTIVE :

DAHOON SON

MEDIA AGENCY :

CHEIL WORLDWIDE, SEOUL/KT, SEOUL

MEDIA PLANNING DIRECTOR :

KWANG DUG LEE

STRATEGIC PLANNING DIRECTOR :

MIJIN KIM

PR AGENCY :

CHEIL WORLDWIDE, SEOUL

EXECUTIVE PR :

JUNGEUN LEE

PR DIRECTOR :

DONGHAN KIM

PR MANAGER :

ANNIE LIM/BUMJUN KIM

FILM PRODUCTION COMPANY :

BIGIN SQUARE, SEOUL

DIRECTOR :

JI HOON SEO

DIRECTOR OF PHOTOGRAPHY :

WOO SEOK CHOI

EXECUTIVE PRODUCER :

YONG PILL PARK

FILM PRODUCER :

YOU NA JEONG

MODEL AGENCY :

JK AGENCY

POST-PRODUCTION COMPANY :

GROOT, SEOUL

EDITOR :

YI SEUL KANG/EEH ZEE RYOO/JI SEOK YOO

SPECIAL EFFECTS COMPANY :

EXITOALL, SEOUL

CG SUPERVISOR :

JAE MIN GYEOUL

CG DESIGNER :

SO YEONG KIM/HEE MUN CHOI/JI YEONG SHIN/JIN HYEON PARK

SOUND PRODUCTION COMPANY :

STONE SOUND RAW, SEOUL

SOUND DESIGNER :

SUNG RAE HONG

SOUND ENGINEER :

DAE SUNG LEE/SEONG HEE JEON

SOUND EXECUTIVE PRODUCER :

IN WOO HWANG

CAMPAIGN SUMMARY :

WWF's campaign "ANISTAY: Book a Stay for Endangered Wildlife" aimed to raise awareness about habitat loss affecting endangered animals. Partnering with South Korea’s top accommodation booking app, Yanolja, WWF showcased the homes of endangered species as actual accommodation listings. The booking fee was set at 2,820 won (about $2), which served as a donation to support wildlife protection efforts. The unique collaboration between WWF and Yanolja allowed people to easily donate and contributed to spreading awareness about wildlife conservation in a creative and impactful way.

CREATIVITY/IDEA/INSIGHT :

In the last 50 years, the global population of endangered wildlife has dropped by 73%. That’s because their habitats are being destroyed. So we wondered: What if we got people to directly experience the pressing issue of habitat loss for these wild animals? We came up with a collaboration that had never been done before: The World Wildlife Fund and South Korea’s No.1 accommodation booking app, Yanolja.
Together, we launched the campaign “ANISTAY: Book a stay for endangered wildlife”.

STRATEGY :

We posted the homes of endangered animals on Yanolja, South Korea’s top accommodation app. When users searched for places to stay in certain areas, the animals’ homes were displayed with the regular listings. The names and descriptions were unique and inviting, making the listings seem like real places. The animals were introduced as the actual hosts with descriptions highlighting the challenges they face in their habitat.
To represent the 282 endangered species in Korea, we set the booking fee to 2,820 won (about $2), which was actually a donation. ANISTAY allowed people to donate with just one click.

EXECUTION :

We raised awareness for our campaign by targeting people interested in travel and accommodation. By using an accommodation app with 4 million monthly users as the main medium, we delivered our message to our target audience quickly and effectively. At the same time, we placed OOH ads in airports and popular tourist spots to gain attention of travelers offline and help the campaign go viral. Various social media content was also created by trend magazines and travel influencers.

RESULT :

In just 4 weeks, the ANISTAY campaign website garnered 107,555 visits. The WWF website visits increased by over 435%. Monthly donations jumped by over 393%, and the total booking amount through ANISTAY reached 52,830,000 KRW.*

“ANISTAY allows you to ‘reserve’ and thus ‘preserve’” / Adage
“A Fresh and Convenient way to help” / Campaign Brief Asia
“Novel donation campaign using a travel booking platform” / Newsis

*All booking fees will be used to support WWF’s wildlife habitat conservation.