2016 Winners & Shortlists

Brief Explanation

Tang, an instant juice mix, has always been associated with family time. And during Ramadan, families spend more time together for Iftars and gatherings. But Tang seemed to have lost its relevancy in today’s busy world where people want convenient and hassle-free, ready-to-drink beverages. Ramadan was the perfect opportunity for us to remind people about the taste of Tang, which is unique to every family – thanks to the personal touch of moms! So when the competitors were busy communicating promotions and CSR initiatives, we decided to celebrate the unique touch every mom adds to Ramadan, and Tang.

Results and Effectiveness

The campaign delivered 150% more engagement on social media than any other Tang Ramadan campaign. We received: • 2,450,000 video/Cinemagraph views • 45,136 likes • 2,800 shares • 1,607 comments. “Mom’s Handmade blessings” broke the category clutter delivering the highest ad recall and 2nd highest attitudinal equity scores in the beverage category and helped Tang regain its relevancy by enhancing its position as “the preferred drink for Ramadan” (based on IPSOS brand health study). Above all, our campaign successfully associated Tang with mom’s special, handmade blessings – and celebrated this as a token of appreciation and love for their lifelong love and care.

Creative Execution

Using Cinemagraphs on social media – a Media 1st in this region – we celebrated the hands behind every deed by combining the stillness of a visual with the motion of a video. Beautiful close-ups of hands showed mom’s love in everything she did – from preparing Tang to teaching her kids how to pray. Our Cinemagraphs were tailored and time-targeted based on the time of the day to drive relevancy. We also did a mall activation where kids were asked to identify their mom by the touch of her hands. We used this footage and shared a “Thank you Mom” video on video and social platforms.

Insights, Strategy and the Idea

Moms love to go the extra mile for her family. Her way of expressing is to add that personal touch of love with her hands. Our strategy worked on this insight and turned a functional disadvantage – the hassle of preparing – into a positive, emotional expression of love by moms. We did this by acknowledging moms’ handmade blessings – a USP that cannot be claimed by the ready-to-drink beverages. Tapping into the cultural insight of sharing Ramadan blessings on social media, we decided to celebrate moms on Facebook, the most popular social platform in the region, by showing her handmade touch of love in everything she does for us in Ramadan