The ad will launch on April 27, 2009. Results will be emailed to Cannes c/o Sue Cheung, as discussed.

The challenge: To motivate China’s youth to be more involved in WWF’s species protection program.Our idea: Wildlife’s fate is in your hands. To make the issue tangible, we developed the world’s first mobile application where a virtual bear interacts with your environment, in real time.

1. ENGAGE VIRTUALLY. Point your phone anywhere and see how the bear struggles to cope outside its habitat.2. ENGAGE FOR REAL. The mobile app links directly to WWF China’s sign up page; and to your address book for easy viral sharing through SMS. Our cause is also spread via blog links, email, and social media.

Our goal was to increase online sign ups from Chinese urban youth, 18-29.

So we harnessed the power of mobile in a revolutionary way. We created a mobile application that lets you have absolute control over the fate of wildlife, virtually and for real.

Point your phone camera anywhere, and watch the virtual bear struggle to cope in any “strange”, new living environments.

Once you’re engaged, the mobile app makes it easy to make a real difference. It links to a WWF China sign up page, and links to your address book for easy sharing virally through SMS.

Our innovative mobile platform literally puts wildlife’s fate in your hands. It’s a fun, interactive experience that you’ll want to share with friends, and drives you to want to get involved with WWF.

This campaign positioned WWF China as the leading environmental NGO, enhancing desirability with corporate sponsors and affinity with Chinese youth.