Title	I PROTECT TIGERS
Brand	WWF NETHERLANDS
Product/Service	THE TIGER
Category	A11. Charities & Non-profit
Entrant	BRANDBASE Amsterdam, THE NETHERLANDS
Idea Creation	BRANDBASE Amsterdam, THE NETHERLANDS
PR	SO PR Amsterdam, THE NETHERLANDS
PR 2	WNF Zeist, THE NETHERLANDS
Production	BRANDBASE Amsterdam, THE NETHERLANDS

Name	Company	Position
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.

Campaign Success

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. This video was placed in owned media. 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. The shirt was visible on national media (TV, radio, news sites) as well on the fashion and lifestyle media.

Describe the success of the promotion with both client and consumer including some quantifiable results

This concept enabled us to create a successful PR 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. WWF always struggles to reach a young audience. This campaign enabled them to reach them on a big scale and even more important: in a way which fits their interest.

Explain why the method of promotion was most relevant to the product or service

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. This prompted WWF to launch a world-wide rescue plan to double the population by 2022. We needed to bring these numbers to life to interact with a new target audience. Our young target audience is not interested in boring numbers. That's why we created something else to attract their attention.

Target audience: WWF wanted to 'talk' to a completely new audience; the youngsters/millennials. Target media: Online national lifestyle and fashion media. Approach: Creating awareness around something relevant where their interest already is.