2014 Winners & Shortlists

The Brief

The brand has been stagnant for a long time lacking innovation and creative advertisements. Tang is supplied to the target without moderate consumption (once a week or less). Therefore, Tang Freeze was introduced with 2 exotic flavors and dual usage (can be drank as a juice or eaten as a popsicle). The client wanted to have a distinctive activation & heavy sampling campaign during the launch of Tang Freeze, to promote the flavor, dual usage concept, as well as excite the TA and engage them with the product

Describe how the promotion developed from concept to implementation

Building on the TA's love for gaming and love for the "do it yourself" insights, we have created a virtually interactive vending machine using kinect gesture technology, where the user would go through 5 stages of choosing the flavor, choosing a cup or a popsicle, pouring the ingredients into the water container, injecting some energy where the user had to jump, dance, or move to shake the container, and then see it freeze infront of them. Their desired product was then released from the bottom opening along with a branded photo titled “I made my own TANG FREEZE”

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

The activation experiential idea has directly hit the campaign’s objectives with high levels of engagement among the primary and shadow targets, with line-ups at each of the touch points visited, interacting with over 4,000 participants in 13 days. Given its success, an additional vending kiosk was built to serve to location at a time during the last 2 touch points

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

We have used the TA's core insights. The solutions served the idea of gaming / engagement while educating educating the target audience of the 3 easy steps for self-preparation: “Prepare it, Shake it, Freeze it”, emphasizing on the dual usage concept: eat it or drink it, all of which were the client's objectives