Observation:

Every day a millions of tourists buy souvenirs in Asia and Africa. At the same time all touristic web forums are full of topics about “how differentiate the fake corals/ivory/ snake leather”. Market share of fake (duplicates, imitations, copies, replicas) souvenirs is constantly growing.

Target audience:

Ordinary tourists (not poachers, and not travelers, who meaningly buy contraband). People with strong ethic sense, who buy the souvenirs because they don’t know about animal suffering. In homeland these people buy eco-products use eco-devices, because caring about nature is the popular trend.

Background

Challenge & InsightChallenge:

If people wish to buy imitations, animals will no longer die. So, the challenge is to switch tourists to fake souvenirs and transform that purchase to a social act

Insight:

“I want to avoid buying original souvenirs but I’m too lazy to learn which souvenirs are made from killing animals and which not. It’s really difficult for me”

StrategyWe will not just tell tourists about duplicates of valuable gifts, which are more save and cheaper. We will help our audience find the 100% real “not real” souvenirs

Original ivory Duplicate ivory

We developed a special “Animal free” logo for duplicate souvenirs . Like “alcohol free” or “GMO free” it helps consumers identify the products

In addition sellers will have possibility to sell the fakes with higher demand.

Idea: Animal Free souvenirs

Media strategy:Always be in front of tourists eyes from the first thought about travel (online) and till they buy the “Animals free” souvenirs at the market (offline)

Our campaign will be divided in two parts: 1. Tell sellers about logo and help them to use it2. Create awareness of logo among tourists

SellersWe work with duplicate sellers to identify them as “animal free” sellers

1 Direct mail – we send a real photo of animals and stickers with “animal free” logo to seller with communication: “When you sell duplicate souvenirs, you will help this animal. To thank you we give you stickers with logo, which tourists know as cheap and safe product. Place it in your shop”

2 A real meeting with IFAW managers to educate about “animal free” logo

3 An order form on web site to order stickers

Tourists onlineMobile application on Android and iOS (tourists are middle+ audience), which consist:

1 Manual “How identificate duplicate souvenirs”

There are full information about real illegal souvenirs (ivory carvings and jewellery, hair bracelets, leather wallets and bags, big cut furs or body parts, teeth and coral jewellery and other)

2 Counter of saved animals (tiger, elephant, turtles)

Every user can add his “animal free” souvenir, which he buys and sees his contribution to the welfare

3 Tourists map of “animal free” sellers (Foursquare)

Every user can add “animal free” seller too

1. Banners at top touristic web sites in target countries, which help all tourists check what kind of products are banned in particular country. User should just write a country and get a list with communication: «All products with «animal free» are free.

2. Cross-working with ebay.com. If seller want to sell a copy or duplicate of banned product (ivory, shark teeth) photo of product automatically get a «Animals free» logo

Tourists online

1. Free brochures with valuable tourist information & “animal free” social activity

2. Leaflet with information about prohibited and restricted goods on the plane (like leaflet of safety rules)

3. Also in tourist country souvenir shop we use ambient media. ”Animals free” total sale. At label of some souvenirs will be placed a very low price and special offer: “Without animals suffering, without problems with law, without cheating ”

Tourists offline

Summary

People have already known a lot about separate collection of waste, water savings, eco products, and bio fuel. So we believe that “Animal free” souvenirs will become the next step of caring about nature. Especially when sellers can sell without a problem and travelers want buy without animal killing.