ENERGY PLAYGROUND

Silver Spike

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TitleENERGY PLAYGROUND
ClientKRAFT PHILIPPINES
Product/ServiceTIGER BISCUITS
CategoryA06. Best Use or Integration of Experiential Events
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company:ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Contributing Company:ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

The Campaign

In the Philippines, we have no restrictions on branded content. Tiger Energy Playground is the first of it’s kind in the country, if not the world. The uniqueness of the project caught the interest of the press and the support of the Philippine government.

Results

Kraft wanted us to demonstrate Tiger Biscuit’s energy benefits for kids. 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. So the more energy kids exerted on the equipment, the more electricity they produced for the community. 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. So not only did we give it to kids who needed free play equipment, we also gave it to a community that needed free electricity. This idea demonstrated the benefit of giving kids more energy in a way that we never could have achieved through traditional advertising.

Audience was drawn to the launch of the Tiger Energy Playground through Facebook, posters, directional signages and “battery invites”. These invites were, at first glance, two batteries in typical battery packaging. Printed on these batteries are the images of a boy and a girl showing them as batteries. Where branding is usually placed on battery packs, we put the Tiger Energy Playground logo and line: Where physical energy creates electrical energy. Information about the event was printed at the back. These invites were given to press people.

Tiger Energy Playground was covered in news, TV shows, major broadsheets and shared online. It earned over P1 million in free media and 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.

Credits

Name Company Position
Andrew Petch Ace Saatchi/Saatchi Executive Creative Director
Greg Martin Ace Saatchi/Saatchi Creative Director
Tony Sarmiento/Abe Medenilla Ace Saatchi/Saatchi Copywriter
Paolo Agulto Ace Saatchi/Saatchi Copywriter
Petra Magno/Maui Reyes Ace Saatchi/Saatchi Copy Writer
Gelo Lico Ace Saatchi/Saatchi Art Director
Milton Ganelo/Glenn Lalogan Ace Saatchi/Saatchi Art Director
Maine Gatbonton Ace Saatchi/Saatchi Account Supervisor
Gigi Garcia/Rose Javier Ace Saatchi/Saatchi Account Supervisor
Gen Lizares/Onat Roldan Ace Saatchi/Saatchi Activation Head
Shiela Tiongco Ace Saatchi/Saatchi Digital Director
Louie Di Jr Ace Saatchi/Saatchi Events Manager
Kiko Torno/Kris Cortez Ace Saatchi/Saatchi Events Director
Martin Romualdez Ace Saatchi/Saatchi Pr
Patti Mallari Ace Saatchi/Saatchi Activations Communications Director
Jerik De Guzman Ace Saatchi/Saatchi Digital Manager
Gelo Lico Ace Saatchi/Saatchi Final Artist
Rico Torres Ace Saatchi/Saatchi Final Artist
Carlo Perlas Ace Saatchi/Saatchi Producer
Paolo Ruiz Ace Saatchi/Saatchi Photographer