TaskScrabble wanted to launch a branded campaign to generate conversations with its audience and get them to support a good cause.
The searchHow 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 ideaThe 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.