Results and Effectiveness

As a result of more than 3 million people engaging with Recyclass, Tang managed to recycle 10 million packs and donate 10,000 plastic school chairs to needy schools. The campaign earned $495K of PR value, and pushed up key brand scores significantly for such a familiar brand. • “Favourite brand of kids” from 76% to 86% • “Brand used most often” from 33% to 44%

Creative Execution

The bulk of the investment was spent on game development, and creating an online gaming hub. Traffic was driven to the site with online display advertising. Working with schools and community centres, the gaming experience was brought life on-ground with motion sensor screens. These events also kick started collection. Awareness for the events was driven by P.R. tie up, social media announcements and a 15 second TVC.

Insights, Strategy and the Idea

Tang wanted to earn a place in consumer’s hearts, as well a place on their shelves. As a brand Tang recognizes and encourages the potential of children, but this positioning was not yet defined for their customers. We needed a campaign to make the positioning tangible. Tang is present in 85% Filipino households. It is part of daily life for many families. There is some emotional bond, but it’s not clearly defined. Filipino kids spend more than two hours a day in front of screens. They are a gaming generation. We decided to embrace this behaviour to benefit the brand. Recyclass engaged kids in a way they understood. Gaming is their language. It proved to skeptical Mums that even online behavior could empower kids. The client was able activate participation on a massive scale without depending on a conventional ATL campaign.