2018 Winners & Shortlists

The Campaign

Research revealed that Pakistanis spent more than half of their household budget on food consumed at home in 2012. A survey conducted by the US Department of Agriculture's Economic Research Service showed that Pakistanis spent more of their income on food. Facebook Insights showed that food and beverages fall into the top eight categories for Pakistani audiences. On the basis of affinity, top 10 pages liked constitute 50% food and beverage brands, with the highest affinity of 61x. Furthermore, it was found that Pakistanis showed a high interest in food, as two out of three of Facebook's top lifestyle pages for Pakistan include the culinary pages Khanapakana.com and Food Fusion. Both pages feature food recipes and cookery information, with 2.8 million and 2.7 million fans, respectively. In Pakistan, food is the third-biggest passion point, making it essential for Tang to tap into the consumers' love for food.

Creative Execution

The execution consisted of 26 digital videos portraying multiple variants of Tang as key ingredients of refreshing cocktails and food recipes. This was done through multiple touchpoints including TV, radio, print and digital. Videos were posted on Facebook to build hype and create curiosity among the users. Pakistan's most-renowned chefs, Saadat Siddiqui and Shireen Anwer, conducted live video recipe sessions on Facebook during Ramadan. YouTube supported the campaign with pre-roll ads and masthead, maintaining TOM, along with the recipe videos. Karachi Chefs at Home, a Facebook culinary group, with more than 90,000 members, held a user-generated contest endorsed by cooking maestro Shireen Anwer through live video sessions. Tang recipes featured in their recipe book that sold 6000 copies in 2017. We also collaborated with 18 high-reach Pakistani portals, including Masala TV and ARY Zindagi via Facebook, that have 2M followers each. Recipes were also uploaded on MasterChef Pakistan's Instagram page.

The KCH competition generated the most astounding response, with a total of 411 entries in just three weeks. Collaboration with local portals turned out to be extremely fruitful as well, with ARY Zindagi providing a reach of 3.2M people, 400,000+ live video views and 60,000+ reactions to the posts. Moreover, Hum Masala reached out to 3.8M people with 50,000+ live video views and 30,000+ reactions. The recipe video campaign received 8.7M views, with 53.6M impressions throughout the Facebook campaign. 9M consumers were engaged with an additional 6.3M people taking action on the videos shared. Moreover, 43% of the audience watched 50% of the videos. Some of the highlights for May 2017were: -May IMS $10m, the first time a brand has done this in a single month. -Shipment growth at 26% YTD, the highest in the world. -IMS growth at 28% YTD, the highest in the world.

With the fall in consumption of Tang post-summer, we decided to work on growing the category by extending its usage from summers and re-hydration to innovative food and beverage recipes to be used throughout the year. In order to validate the innovative ways of using multiple flavors of Tang in food and beverage items, Tang collaborated with renowned culinary portals and cooking experts to establish credibility, increase penetration and generate trial. The campaign not only offered a solution to the consumers of what they were looking for but also demonstrated an inspiring and innovative implementation of ideas.

Insights, Strategy and the Idea

Tang resonates most with the young females and mothers, 20-40 Y/O who are the home makers. With the observation that home-makers are always in the dilemma of what to cook every day and bringing innovation to everyday food items, Tang had the idea of creating a series of recipe videos involving a range of Tang flavors, as the key ingredient, which were quick and easy. This instilled an image of Tang being a brand associated with food in the most innovative manner. In Pakistan, a few culinary portals are consulted in order to seek help or validation regarding cookery. Tang's strategy was to establish it as one of the key elements to be used in food and drinks in order to extend its usage all year round and bring in influential culinary portals and personalities to create credibility and start a trend of using Tang in recipes.