| Title | ENERGY PLAYGROUND |
| Brand | KRAFT PHILIPPINES |
| Product / Service | TIGER BISCUITS |
| Category | A04. Ambient/Alternative Media |
| Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Entrant Company: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| DM/Advertising Agency: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| 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/Arvee De Guzman | Ace Saatchi/Saatchi | Account Supervisor |
| Gigi Garcia/Rose Javier | Ace Saatchi/Saatchi | Account Supervisor |
| Gen Lizares/Onat Roldan | Ace Saatchi/Saatchi | Activation |
| Shiela Tiongco | Ace Saatchi/Saatchi | Digital Director |
| Louie Di Jr | Ace Saatchi/Saatchi | Events |
| Kiko Torno/Kris Cortez | Ace Saatchi/Saatchi | Events |
| Martin Romualdez | Ace Saatchi/Saatchi | Pr |
| Patti Mallari | Ace Saatchi/Saatchi | Pr |
| 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 |
The client wanted us to demonstrate Tiger Biscuit’s energy benefits for kids. However, Kraft Tiger Energy Biscuits can’t compete with its competitors in terms of media spend. We needed to do something that would convey our energy benefit message to potential customers and remind existing customers of this benefit as well as make them feel good about choosing Tiger Energy Biscuit.
Tiger Energy Biscuit’s playground is the first of its kind in the country. It’s a playground with equipment that transforms kids’ physical energy into electrical energy to power its surrounding community. We partnered with the country’s most renowned technological institute to modify ordinary play equipment into energy generators. We outfitted the seesaw’s pistons with turbines and built an alternator into the merry-go-round to transform motion into electricity, which was then stored into batteries connected to the equipment. So the more energy kids exerted on the equipment, the more electricity they produced for the community.
Kraft wanted us to demonstrate Tiger Energy Biscuit’s energy benefit for kids. So, we created the Tiger Energy Playground, a playground with equipment that transforms kids’ physical energy into electrical energy to power its surrounding community. 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.
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 far more valuable: it not only caught the attention of Kraft’s regional office who wants to replicate it, it got the Philippine government’s support. Proving that a little extra energy can go a long way.