Mandai Wildlife Reserves: Ranger Buddies
Making sustainability fun and a habit for the younger generation
A little about the brand:
Mandai Wildlife Reserves is known for their world-renowned and award-winning wildlife parks in Singapore – just one manifestation of their core purpose that seeks to inspire action for a more sustainable future.
The brand wanted to create a way to engage with the younger generation about sustainability and keep the brand top of mind even when they aren't physically in any of the parks. Instead of a campaign, we launched an entire ecosystem of play called Ranger Buddies so that kids could continually engage and build affinity with the topic and brand.
Ranger Buddies gamifies a series of sustainability missions through phygital activities. Partnerships were developed with schools and malls so that new missions could be launched in exciting ways and venues.. This meant that kids continued to engage with Ranger Buddies across home, outdoor, school and in-park – building a community passionate about sustainability in the long-run.
Some challenges in getting this out:
Content strategy and partnerships were key for this idea to work. The narrative had to be structured to allow for freshness whilst also making sure it built the experience for both seasoned participants of the platform.
Why this mattered to me:
This was a particularly meaningful project because of the real-world impact and ambition it held. I deeply enjoyed learning about sustainability and interrogating the psyche of habit formation and how to make an issue matter to people.
Where this was seen:
Digital, social.