The Brief

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.

Describe how the promotion developed from concept to implementation

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.

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

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%

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

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.