| Title | I PROTECT TIGERS |
| Brand | WWF NETHERLANDS |
| Product/Service | THE TIGER |
| Category |
A09. Charities & Non-profit |
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Entrant
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BRANDBASE Amsterdam, THE NETHERLANDS
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Idea Creation
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BRANDBASE Amsterdam, THE NETHERLANDS
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PR
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SO PR Amsterdam, THE NETHERLANDS
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PR 2
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WNF Zeist, THE NETHERLANDS
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Production
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BRANDBASE Amsterdam, THE NETHERLANDS
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Credits
| Tjeerd Buntsma & Jonathan van Loon |
BrandBase |
Creative |
The Campaign
We drew an analogy between the limited tiger population and a limited edition fashion item. Together with Dutch top designer Bas Kosters, we developed a limited edition tiger shirt to draw attention to the decreasing wild tiger population, producing 3,900 shirts as a symbol for 3,900 tigers. The shirts were sold for the symbolic price of 39.00 euros.
This concept enabled us to set up a national PR campaign.
Execution
Teasing phase: We teased media and consumers with a making-of in the designer's workshop, photographed the shirt in collaboration with top fashion stylists and models
Launch phase: We launched the shirt during the Amsterdam FashionWeek opening show, where Dutch actor Tygo Gernandt revealed the shirt. After the show, the shirts went online to be sold for the symbolic price of 39.00 euros.
This concept enabled us to create a successful campaign on a limited budget. The shirt showed up everywhere; in national media, on television, on the radio, in newspapers, in lifestyle magazines, in online news, on lifestyle and fashion sites, and in social media.
Total reach: 45,261,144 (80% new audience).
Advertising value: 175,052 euros.
Not only did the campaign raise awareness in a young and new audience, but it also raised funds. It delivered 149,000 euros to the tiger. The campaign has been a huge success on both counts.
The Situation
Poaching and deforestation have caused the tiger population to drop by 97% over the last century. Only 3,900 wild tigers are left in the wild. We needed to raise awareness for these numbers.
Our young target audience is not interested in boring numbers. We created something else to attract their attention. This concept enabled us to set up a national PR campaign.
The Strategy
Target audience: WWF wanted to 'talk' to a completely new audience; the youngsters/millennials.
Target media: Online national lifestyle and fashion media.
PR planning: we first teased the press with a video. Then we had the official launch event to generate the PR and sell the shirts.
Approach: Creating awareness around something relevant where their interest already is.