| Title | ENERGY PLAYGROUND |
| Brand | KRAFT PHILIPPINES |
| Product / Service | TIGER BISCUITS |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| Entrant Company: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
| 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 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 |
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.
Tiger Energy Playground is the first 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 stored into batteries connected to the equipment. The more energy kids exerted on the equipment, the more electricity they produced for the community. Installed in the country’s oldest orphanage, the playground was given to kids who needed free play equipment and a community that needed free electricity. To get people to the launch, we used Facebook, posters, directional signages and press “battery invites”. These printed batteries showed a boy and a girl on them as batteries. Printed on the packaging: Tiger Energy Playground: Where physical energy creates electrical energy.
Kraft wanted us to demonstrate Tiger Energy 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 our existing customers from low-income households of this benefit. As well as make them feel good about choosing Tiger Energy Biscuits. To show them how a little more energy can go a long way, we invented Tiger Energy Playground, where physical energy creates electrical energy.