Our creative concept being: It’s a big choc, we needed an idea that would make this both tangible and desirable to chocolate lovers far and wide. We therefore decided to create a PR stunt for the launch: a life-size statue and chocolate representation of Nicolette van Dam. Using laser beams, a body scan was made of the TV presenter, which was used to create a cast, which was subsequently filled with chocolate. Naturally the statue was made with the chocolate available at Café Chocolat, and after revealing our chocolate Nicolette, all the visitors could try a piece of her.

The campaign was a huge success. With a budget of just €40.000, the goal was to generate a media value of at least three times this amount.The action was picked up massively by the media, one of the results being a spectacular ‘making-of’ special on RTL Boulevard and Shownieuws (Show News), resulting in a media value of €300.000 - a whopping eight times the invested amount. It also launched Café Chocolat as not just another shop in Schiphol, but as a unique chocolate experience and boutique chocolate bar that chocolate lovers have long been waiting for.