ENERGY PLAYGROUND

Short List
TitleENERGY PLAYGROUND
BrandKRAFT PHILIPPINES
Product / ServiceTIGER BISCUITS
CategoryA01. Event & Field Marketing
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company:ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Sales Promotion/Advertising Agency:ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

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/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

The Brief

The client wanted us to demonstrate Tiger Energy Biscuit’s energy benefits for kids but did not have the media budget of the competition. 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. The more energy kids exerted on the equipment, the more electricity they produced for the community. This idea demonstrated the benefit of giving kids more energy in a way that couldn’t have been achieved through traditional advertising.

Describe how the promotion developed from concept to implementation

In inventing Tiger Energy Playground, we partnered with the country’s most renowned technological institute to modify ordinary play equipment into energy generators. Over a course of 12 months, 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. We installed the first playground in the oldest orphanage in the country, a place where children needed free equipment and a community needed free electricity.

Describe the success of the promotion with both client and consumer including some quantifiable 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 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.

Explain why the method of promotion was most relevant to the product or service

Tiger Energy Playground is the first of it’s kind in the country, if not the world. It’s 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 energy they produced for the community. It demonstrated Tiger Energy Biscuit’s benefit to kids in a unique way that caught the attention of the press which created earned media for our client and got the support of the government allowing the brand to take a higher ground versus competition.