Advertiser: Ol Pejeta Conservancy
Brand: Ol Pejeta Conservancy
Agency: Ogilvy & Mather Nairobi
We chose to look at the bright side of Sudan the rhino's grim situation. Considering the fact that he had 7,000 females ready to carry his baby, was literally the last of his kind and lived on a picturesque 90,000 acre ranch under the protection of his personal team of military trained bodyguards, we decided to dub him "The World's Most Eligible Bachelor" and made a Tinder profile for him where users just had to swipe right to match with him and be redirected to Ol Pejeta Conservancy's site where they could donate to his cause. The campaign relied on the unexpectedness of finding a rhino within one's dating profile options. The campaign was supported by print ads and radio ads that also directed people to Ol Pejeta's site.
We felt that a dating profile was best suited to introduce the "The World's Most Eligible Bachelor" to the world and that use of the world's most popular dating app would give us the required reach and talkability.