Title | ENERGY PLAYGROUND |
Brand | KRAFT PHILIPPINES |
Product / Service | TIGER BISCUITS |
Category | A01. Event & Field Marketing |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Sales Promotion/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 |
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.
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.
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 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.