Brief Explanation

Since Kraft Tiger Energy Biscuits can’t compete with its competitors in terms of media spend, we decided to demonstrate Tiger Biscuit’s energy benefits for kids in a unique and compelling way. So, we invented the Tiger Energy Playground, the first playground with equipment that transforms kids’ physical energy into electrical energy to power its surrounding community. Tiger Energy Playground is the first of it’s kind in the country. The uniqueness of the project caught the interest of the press and the support of the Philippine government.

The Brief

The client wanted us to demonstrate Tiger Biscuit’s energy benefits for kids. So, we invented the Tiger Energy Playground, the first playground in the country with equipment that transforms kids’ physical energy into electrical energy to power its surrounding community. The more energy kids exerted on the equipment, the more electricity they produced for the community. This idea demonstrated the benefit of giving kids more energy in a way that couldn’t have been achieved through traditional advertising.

How the final design was conceived

To create Tiger Energy Playground, we partnered with the country’s most renowned technological institute to modify ordinary play equipment into energy generators. In the course of 12 months, we outfitted the seesaw’s pistons with turbines to transform pneumatic action into electrical energy. We also built an alternator into the merry-go-round to transform rotational action into electricity, which then passed directly into batteries connected to the equipment to be stored. We installed the first playground in the oldest orphanage in the country, a place where kids needed free play equipment, and a community needed free electricity.

Indication of how successful the outcome was in the market

Tiger Energy Playground was covered in news, TV shows, major broadsheets and shared online. It earned an estimated of P1,577,432.20 in free media and 360,305 eyeballs through online posts. Business grew by 18.7% during the execution period (Dec.2011 - Feb.2012) vs. previous year. And it did something more valuable: it not only caught the attention of Kraft’s regional office who want to replicate it, it got the Philippine government’s support. Proving that a little extra energy can go a long way.