Cannes Lions

RECYCLASS

OGILVY & MATHER PHILIPPINES, Makati City / MONDELEZ INTERNATIONAL / 2014

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Overview

Entries

Credits

Overview

Execution

The bulk of the investment was spent on game development, and creating an online gaming hub. Traffic was driven to the site with online display advertising. Working with schools and community centres, the gaming experience was brought life on-ground with motion sensor screens. These events also kick started collection. Awareness for the events was driven by P.R. tie up, social media announcements and a 15 second TV commercial.

Outcome

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%

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2021, MONDELEZ INTERNATIONAL

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