The Campaign

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. Audience was drawn to the launch of the Tiger Energy Playground through social media, 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.

The Brief

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.

Results

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.

Execution

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.

The Situation

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, if not the world. The uniqueness of the project caught the interest of the press and the support of the Philippine government.

The Strategy

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.