2014 Winners & Shortlists

Results and Effectiveness

Tang was successful in empowering kids to make a difference and bring a smile to 30,000 children –setting a new Guinness world record for most toys donated in 24 hours. Not only did we donate a lot of toys, but more importantly we were able to empower and motivate kids to give back. - 858,631 visits to the site in under 4 months - Over 50,000 registered users - Average user age: 11.7 years - Each kid played multiple games on the ‘dogood’ website an average of 26 times - On average, each kid spent over 5 minutes on the ‘dogood’ website (Source: Website analytics)

Creative Execution

We created Tangdogood.com, an edutainment website inviting kids from all over the region to play for a cause. The website’s concept was simple – choose one of three fun-filled games, register and play to collect points. The more points collected, the more toys Tang donated on their behalf. The website enabled kids to compare their score rank versus others, find out what toys were donated on their behalf, download wallpapers and pictures, and learn more about Tang and Tang’s “Do Good” campaign. To drive traffic to the site and spread the news, TV, display ads, search (SEM) and point of sales material were used. However, we didn’t stop there. Tang wanted to bring the experience from the online world to the real world, by setting up play areas in high traffic malls. Kids could play, engage with Tang and learn about the gift of giving by passing on a toy they loved to a child in need.

Insights, Strategy and the Idea

Bringing kids potential to life through joyful moments has been Tang’s message for the past 50 years. However, children in the region have had little to be joyful about recently. The Arab Spring has affected the lives of millions of people, separating loved ones from each other, and depriving many children of a happy childhood. Tang wanted to restore the childhood that these kids lost, and bring back the smile to their faces. Recognizing that nothing re-kindles childhood and puts a smile on a child’s face like a toy, Tang embarked on a mission to collect as many toys as possible for the kids affected by this, by calling out on its supporters – Kids everywhere. With an increasing number of kids turning to the internet for entertainment, Tang saw an opportunity in online gaming to help kids unleash their true potential and give them a fun incentive to make a difference.