|Product / Service||TIGER BISCUITS|
|Category||A06. Best Use or Integration of Experiential Events|
|Entrant||ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES|
|Entrant Company:||ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES|
|Contributing Company:||ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES|
|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|
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.
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.