2. Background of WWF
❖ Has a history of 54 years in protecting the future of nature
❖ Multiple conservation campaigns with different themes ranging from
climate change to animal protection based in more than 80 countries
❖ Partnership with highly reputable organizations and companies
❖ Holds a very firm stand in protecting the environment through a
strategic plan and partnerships
5. “Strengths:
❖ Strong brand name
❖ Garnered political spotlight due to Obama’s reflection and
environmental talks by UN (puts WWF in a good light)
❖ Received positively as a good cause by the public
❖ High profitability and revenue.
❖ Monetary assistance provided by the government
6. “Weaknesses:
❖ Diverse objectives and have no focus on specific environmental
goal.
❖ Willingness to make compromises (allows hunting as a sport
which many sees as a betrayal)
7. “Opportunities:
❖ Building on WWF’s social media presence (e.g. Twitter,
Instagram)
❖ Global market
❖ Climate control talks by the UN and other issues spotlighted by
the public
8. “Threats:
● Substitute organisations like Greenpeace, Humane Society International.
● People find it hard to change their lifestyles and behaviours- lack of
motivation. E.g. Bringing containers and reusable bags from- people do
not do that as they are not willing to sacrifice convenience.
● Climate change issues not highlighted in Singapore. Non-biodegradable
products such as plastic containers and bags are still vastly used in
Singapore and trash segmentation is scarcely available.
11. Product Place Promotion
It is a leading animal
advocacy organization,
seeking a humane world for
people and animals alike.
International organisation
based in the USA
Field representatives in 44
states
Offices in Australia, Brussels
(Europe office), Canada,
Costa Rica (Latin America
office), India, the United
Kingdom and the United
States.
- Magazines (bimonthly)
- Official website
- Advertisements
- Social media (Twitter,
Facebook, Instagram
and YouTube)
- Videos
- Souvenirs (t-shirts)
12. Product Place Promotion
Envision the long-term survival of
polar bears and the unique part
of the world they call home.
International - based in the
United States and Canada.
- Polar bear-themed
products
- Social Media Page
- Books
- Advertisements
- Awareness campaigns
e.g.‘Adopt a Polar Bear’
and ‘The Arctic
Documentary Project’
‘International Polar Bear
Day’
13. Product Place Promotion
Greenpeace's goal is to ensure
the ability of the earth to nurture
life in all its diversity.
Global Environmental
Organisation
Present in more than 55
countries across Europe, the
Americas, Asia, Africa and the
Pacific.
- Greenpeace
merchandises
(Greenpeace shirts, mugs
and shopping bags)
- Social Media (Facebook,
Twitter, Instagram and
YouTube)
- Advertisements (e.g.
‘Save the Arctic’ and
‘Change Your Tuna’)
15. Product Benefits
● Established their reputation and are deemed dependable.
● Able to reach out to a wide audience around the world.
● WWF is well-prepared and has a direction in executing its campaigns.
● Since the campaigns are tailor-made for the different countries, by the way the ads
are designed, it is relevant and impactful.
● High credibility and large financial support
● Able to influence those organizations in helping to save the environment - efficiency
● Its audience knows it is responsible and serious about saving the environment and
may eventually support WWF.
18. “Target Audience Segments
Age: 25-40 year old.
Gender: Both genders
Race: All races
Household / Individual Income: $2.5K to 4.5K
Education: Secondary
Language literacy: At least English and a mother tongue language
Occupation: Office workers
Marital Status: Single/Married
Dwelling: 4-5 room flats
Family Size: 4-6 people
Family Life Cycle: Single/Married with kids or without kids
Social Class: Middle to High
19. “He/she is a working adult, who earns a monthly income of
around 2.5k-3.5k. Despite his hectic and stressful work life
however, he is very active on social media. He/she is bilingual
and has a decent knowledge about environmental issues.
However, he is unmotivated nor know of the means to contribute
in the fight against climate change.
20. “
To raise awareness about climate change and
encourage people to help fight against it, through
simple steps such as volunteering with WWF.
Advertising Objective
35. SFX (for first 2 seconds and another 3 seconds in between the song): Bubbles at the
background. (blurp blurp blurp)
SFX (played throughout from 2nd second till the end): 19 years- piano
Tour Guide (starts talking once music plays): Welcome to Submerged city. Familiar
Singapore landmarks which can be seen in 2015 are now underwater.
Tour Guide: Remember the wonderful family times spent, in one of these capsules of
the Singapore Flyer?
Tour Guide: But now, they can only be memories.
VO: Do you want this to be the future of your children?
VO: Visit WWF.sg now to find out how you can fight against Climate Change.
Creative Material: Radio
42. Media Strategy
Seasonality: Spring - Summer
Competition: GREENPEACE
Geography: Singapore, Singapore
Scheduling Pattern: Continuous
Effective reach/frequency goals: Minimum 3 times
43. Media Choices: TV
Viewership 2,000,000
Viewership profile 25-35, PMEBs
Media Environment Entertainment
Ad Placement
Day/date/time period/
frequency
Sunday, 7pm-8pm
1x every Sunday over a period of 3 months
March - May 2015
TV: Channel 5, Feature Movie
44. Media Choices: Radio
Target listeners 20,000
Target listeners’ profile 18-25, students to working adult
Media Environment Comedy, Variety
Ad Placement
Day/date/time period/
frequency
Wednesdays 7-8pm
3x every Wednesday (2nd March 2016 - 29th June 2016)
Radio: Gold 95 FM, Vernetta Lopez
45. Media Choices: Print Ad
Circulation (monthly) 481,700
Target readers’ profile 25-45
Media Environment Everyday, Issues
Ad Placement
Day/date/time period/
frequency
March - June 2016
March (2 spots - 7th and 28th March 2016) : 1 full colour, full page ad
(IFC)
April (2 spots - 4th and 25th, April) : 1 full colour, full page ad (IFC)
May (3 spots - 2nd and 30th May): 1 full colour, full page ad (IFC)
June (1 spot - 6th June): 1 full colour, full page ad (IFC)
Print: The Straits Times
46. Media Choices: Print Ad
Click-through rates 0.70%
Target readers’ profile 25-45
Media Environment Social, Entertainment
Ad Placement
Day/date/time period/
frequency
Every Sunday of June
5th, 12th, 19th and 26th June 2016
Digital: Facebook advertisements
47. Media Budget: Summary
Media Description Cost
TV Channel 5
30 Seconds TVC
$48,000
Radio
Gold 90.5
30 Seconds Radio
Commercial
$14,000
Print Advertisement Straits Times $77,000
Digital Advertisement Facebook $11,000
Total Cost = $150,000
49. Media Details Mar
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TV Channel 5
30 secs
TVC
Radio Gold 90.5
30 Sec
Radio Ad
Print
Ad
Straits
Times
Digital
Ad
Facebook
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