GOLDEN TOFU DRESS by Raul & Rigel for Stichting Natuur & Millieu

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GOLDEN TOFU DRESS

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Industry Public awareness
Media Promo & PR, Case study
Market Netherlands
Agency Raul & Rigel
Producer Miel Hollander, Daniella Arrachart
Released April 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: STICHTING NATUUR& MILIEU
Product/Service: MEAT CONSUMPTION AWARENESS
Agency: RAUL&RIGEL
Creative Director/Partner: Alexis Verschueren (Raúl & Rigel)
Producer: Miel Hollander (Raúl & Rigel)
Producer: Daniella Arrachart (Raúl & Rigel)
Media placement: Consumer PR - RTL - 18 April 2011
Media placement: Consumer PR - De Telegraaf - 18 April 2011
Media placement: Consumer PR - NED 3 - 18 Aprill 2011
Media placement: Consumer PR - Het Parool - 18 April 2011
Media placement: Digital PR - Q-Musicfm.nl - 17 April 2011
Media placement: Digital PR - Virtualbeauty.nl - 17 April 2011
Media placement: Digital PR - Ad.nl - 17 April 2011
Media placement: Digital PR - Ilovefashionnews.nl - 17 April 2011
Media placement: Digital PR - Nufoto.nl - 17 April 2011
Media placement: And Much More - - 18 April-Till Now

Summary of the Campaign
Background:

In the last couple of years meat consumption has risen in The Netherlands. 1 of the spearheads of Stichting Natuur&Milieu is to reduce meat consumption and promote meat alternatives.

The Objective:

With a limited budget, get people to talk about the meat consumption issue.

The Strategy:

We used the world famous meat dress stunt of Lady Gaga to get awareness in Holland for the local meat consumption issue.

The Execution:

We created a PR stunt featuring Holland's Next Top Model, Kim Feenstra, wearing a Golden Tofu Dress.

First we launched a secret competition for young dutch designers to design the dress.

Out of 15 designs we chose the winning design by Doriene Vanderwijst: The Golden Tofu Dress. The Golden Tofu Dress is made out of 1,200 golden pieces of Tofu.

Holland's Next Top Model dressed up with the Golden Tofu Dress, showed up at the premiere of Zorro, the biggest PR event in the Netherlands following the meat dress stunt of Lady Gaga. From the first appearance on the red carpet, the Golden Tofu Dress was trending topic on the premiere but also trending topic in Dutch National Press.

Outcome:

With a limited budget of €8,000, we created media exposure of approximately €450,000. We created media exposure on national and international television/print (magazine/newspapers) and social media. The spin off was that even Lady Gaga tweeted a picture of our Golden Tofu Dress to all her 22,169,425 followers.

The Situation
In the last couple of years meat consumption has risen in The Netherlands. One of the spearheads of Stichting Natuur&Milieu is to reduce meat consumption and promote meat alternatives. If everyboduy in the Netherlands consumes 2 days' less meat a week, it is better for animal welfare, health and nature and results in the end in the same CO2 reduction as we would have if we would stop driving 570,000 cars.

The Goal
Get people to talk about the meat consumption issue, without any media budget.

The Target Group:
Dutch male and female carnivores who are prepared to reduce their meat consumption in favour of Animal Welfare, health and nature.

The Strategy
We used the world famous meat dress stunt of Lady Gaga as inspiration to create a Dutch Golden Tofu Dress to get awareness in Holland for the local meat consumption issue.

Execution
As an answer to the meat dress stunt of Lady Gaga, we created a PR stunt featuring Holland's Next Top Model, Kim Feenstra, wearing a Golden Tofu Dress. Kim Feenstra is the most famous flexitarian in the Netherlands.

First we launched a secret competition for young Dutch designers to design the dress.

Out of 15 designs we chose the design of Doriene Vanderwijst. The Golden Tofu Dress is made out of 1,200 golden pieces of Tofu.

Hollands Next Top Model dressed up with the Golden Tofu Dress, showed up at the biggest PR event in the Netherlands following the meat dress stunt of Lady Gaga.

Kim Feenstra was interviewed by several TV stations and put the meat consumption issue top of mind.

On top of the PR stunt we put The Golden Tofu Dress for auction online, which generated even more media exposure.

Documented Results
The Outcome:

Quantitative:
With a limited budget of €8,000, we created thanks to the PR stunt, media exposure of approximately €450,000. We created media exposure on national and international television/print (magazine/newspapers) and social media. A nice spin off was that even Lady Gaga tweeted a picture of our Golden Tofu Dress to all her 22,169,425 followers.

The amount of €450,000 is the amount Stichting Natuur&Milieu would have payed for the media exposure if it was commercially booked in the media mentioned above.

Qualitative:
Thanks to the PR stunt, press paid attention to the issue of the rising meat consumption in Holland and got people to talk about the meat consumption issue.