As a brand who aims to champion youth culture, Tango reached out to the Prince’s Trust, to support their work and help a Gen-Z audience particularly hard-hit by Covid
Knowing that our (shared) audience were unlikely to read traditional careers media, we turned to something we know they picked up all the time...
The humble Tango can...
Turning Tango cans into CVs of inspirational, relatable, individuals whose lives have been transformed by the Trust.
Creating a spike of enquiries to the Trust, and a shift in perceptions of the Tango brand.
Coming out of the pandemic, Gen-Z were among the hardest hit, with job losses, education opportunities limited, and cost of living pressures. 1 in 4 NEET young adults believed that their lives will amount to nothing, no matter how hard they try, and over 1/3 of young adults believing they will fail in life. A stark reminder that, at such a young age, these people are taking on huge pressures, without the experience to navigate the challenges.
As a brand who aims to champion youth culture, Tango reached out to the Prince’s Trust, to support their work and address the challenges facing this group
Our brief was to help launch this partnership, creating a brand campaign to drive awareness amongst this audience (16-24yr olds). Showcasing the amazing work that the Prince’s Trust do, and how they can support our audience. Helping Tango reach large scale awareness, targeting this important audience and grabbing attention in a way that other media touchpoints can’t...
AUDIENCE & ACTIVATION
The Prince’s Trust has some incredible stories to tell, lives transformed by the charity and its employees/volunteers. But we knew our audience weren’t likely to be picking up the careers pages of national media, reading ‘how I made it’ type profile pages of Prince’s Trust alumni (although our secondary audience might)
For an audience less reliant on traditional media, we needed to find a new format(s) one that our audience pick up all the time (and one that wasn’t’ going to cost us much, this was PR not a media budget!)
Tango ‘CAN’rriculum Vitae
We turned Tango cans into resumes of Prince’s Trust success stories, featuring the inspirational CVs of individuals helped by the Trust. Directing people to find out more about the individual and Prince’s Trust resources via on-pack QR code
But didn’t stop there:
We worked with Morley’s Chicken Shops, producing 10,000 bespoke Tango x Prince’s Trust chicken boxes, sold alongside limited edition CANriculum Vitae Tango...
Again, highlighting the partnership through bold on-pack branding, showcasing real-life stories from beneficiaries, and directing people to Prince’s Trust resources
Taking over flagship Morley’s shop in Brick Lane to work as a base to launch our campaign to the influencers / media our target audience watch / follow... LilManGram, Erin Griffith, RealStepz and LadBible...
And a space to brief mainstream media to ensure we hit our secondary audience
Ensuring that the real-life case studies featured on the cans were there at the launch, to speak to influencers and media about their experience...and the public attending
- increase in brand recall
- Direct enquiries to the Trust
Tango CANrriculum Vitae
In partnership with the Prince's Trust we turned Tango cans into CVs of inspirational, relatable, individuals whose lives have been transformed by the Trust.