| Title | TIGER WII OLYMPICS |
| Brand | KRAFT FOODS |
| Product / Service | TIGER ENERGY BISCUITS |
| Category | B02. Consumer Products |
| Entrant | ACE 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 | |
| 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 |
| Abe Medenilla | Ace Saatchi & Saatchi Manila | Creative Director |
| 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 |
| Patti Mallari/Martin Romuldez | Ace Saatchi & Saatchi Manila | PR |
| Carl Urgino | Ace Saatchi & Saatchi Manila | Head of Art |
| Joem Segovia | Ace Saatchi & Saatchi Manila | Digital |
| 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 |
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.
So we created Tiger Virtual Games, the world’s first Wii Olympics. We invited kids through myriad of media to compete in Wii Sports for medals and the ultimate prize – free Wiis. Cost of entry was just 5 empty packets of Tiger. We staged the ‘Running of the Wii’, a lead-up event to the tournament, where kids carried the controller like a torch across three major cities. We then turned it into a invational video online. This was supported by blogs, a PR campaign, radio announcements and merchandising.
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.