We helped thousands of children through the simple use of words

Scrabble

Mattel

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Task

Scrabble wanted to launch a branded campaign to generate conversations with its audience and get them to support a good cause.

The search

How could Scrabble connect with a charity? Very easily: by taking advantage of something so simple yet powerful as words to help with the cognitive development of boys and girls in vulnerable situations through education. This was our challenge.

The idea

The idea was very simple: to show The Power of Words. And using that message, we launched a campaign in association with Children's Villages.
We created a site where we introduced Scrabble's dream and transferred the board game to the web for online play. At the end of the game, users could donate the points they had won with their words to Children's Villages and Scrabble turned them into a real donation to the project. The aim was to reach 1,000,000 donated points.

Video Case


Online Campaign

  • Scrabble. Mattel
  • Scrabble. Mattel
  • Scrabble. Mattel
  • Scrabble. Mattel

Newsletters

Scrabble. Mattel

Banner Campaign

Scrabble. Mattel Scrabble. Mattel Scrabble. Mattel Scrabble. Mattel Scrabble. Mattel Scrabble. Mattel

The results

video

38.400

visits to the Spanish website
eye

32.488

visits to the game app
letter

6.720

games of Scrabble
clock

10

minutes of playing time on average
check

4.757.661

points donated to Children's Villages.