WII OLYMPICS

TitleWII OLYMPICS
ClientKRAFT FOODS
Product / ServiceTIGER ENERGY BISCUITS
EntrantACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Entrant Company:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Advertising Agency:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES

Credits

The Campaign

Video gaming is the favorite play-activity of Asian kids. But 99% of video games don’t require physical energy to be played, reducing the need for the product we were trying to sell kids, Tiger Energy Biscuits. Our Solution? Don’t stop kids playing video games. Just get them playing one that requires physical energy – Nintendo Wii. So we created Tiger Virtual Games, the world’s first Wii Olympics. Entry cost was 5 empty Tiger packets. 1000 kids competed for medals and free Nintendo Wiis. And we promoted the tournament in a myriad of mediums including the innovative lead up event, a ‘Running of the Wii’, an event where kids carried the controller like a torch across the city.

Success of the Campaign

Close to 1,000 kids entered the event. 4,990 packs were sold on the day. Plus free publicity that amounted to P1,991,040 in radio announcements, P200,304 in newspaper and TV coverage and P 53,272.50 in online exposure. Participating kids also developed a new affinity for the brand because it made them experience the energy and thrill of competing in an Olympic sports tournament.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign kicked off with Integrated activites to promote The Tiger Virtual Games: A lead up activation event - The Running of the Wii - where kids carried a Wii remote controller across the city Online invitational vral films Radio Ads Newspaper and TV Coverage, PR, Posters, Floor Stickers, Flyers, Ambient, etc. These elements appeared across malls (event and merch); Love Radio, Energy FM, YES! FM (radio); YouTube (virals), trains and buses (ambient); Cartoon Network and ABS-CBN (TV Coverage); Philippine Daily Inquirer, The Philippine Star and Manila Bulletin (Newspaper Coverage and PR)

Credits

Name Company Position
Andrew Petch Ace Saatchi & Saatchi Manila Executive Creative Director
Tony Sarmiento Ace Saatchi & Saatchi Manila VP/Head of Integration
Onat Roldan Ace Saatchi & Saatchi Manila Head of Activation
Shiela Tiongco Ace Saatchi & Saatchi Manila Head of Digital
Carl Urgino Ace Saatchi & Saatchi Manila Head of Art
Maui Reyes Ace Saatchi & Saatchi Manila Copywriter
Bogey Bernardo Ace Saatchi & Saatchi Manila Copywriter
Paolo Agulto Ace Saatchi & Saatchi Manila Copywriter
Windel Aboy Ace Saatchi & Saatchi Manila Art Director
Gelo Lico Ace Saatchi & Saatchi Manila Art Director
Glenn Lalogan Ace Saatchi & Saatchi Manila Art Director
Nona Yaw Ace Saatchi & Saatchi Manila Activation
Nathan Cabagio Ace Saatchi & Saatchi Manila Activation
Abe Medenilla Ace Saatchi & Saatchi Manila Creative Director
Martin Romuldez/Patti Mallari Ace Saatchi & Saatchi Manila Activation
Joem Segovia Ace Saatchi & Saatchi Manila Activation
Lambert Pangilinan Ace Saatchi & Saatchi Manila Animator / Editor
Rodel Quitain / Dennis Obien Ace Saatchi & Saatchi Manila Producers
Carol Arellano / Raffy Parcon Ace Saatchi & Saatchi Manila Account Team
Andrew Petch / Tony Sarmiento Ace Saatchi & Saatchi Manila Copywriters