The Brief

As a bedtime storybook that uses Everyday torchlights to power up a shadow play element and bring the story to life, the Eveready Book of Play is meant for families to inspire creativity in children. The personal aspect of Direct Marketing made this possible. The use of Eveready torchlights with Eveready batteries included in the pack, means that both parents and children will experience Eveready's products for years to come, as they grow up and light up their imagination with their own bedtime storybook that their parents can read to them again and again. As children play and create new stories with the Eveready Book of Play, Eveready powers a small aspect of their childhood, in a memorable and positive way. Every time they read the book to their child, the brand stays relevant, and they're reminded to pick up Eveready batteries and torchlights the next time they shop.

Creative Execution

We were inspired by what young Malaysian parents grew up with: Wayang Kulit, the Malaysian traditional art of shadow play that tells stories that were once passed down from generation to generation. We were also inspired by a traditional Malaysian character, the Sang Kancil, a cunning mouse-deer that outsmarts those larger and tougher than him. By using Eveready torchlights to light up each page and bring the Sang Kancil to life with shadow play, we aimed to grab grab the attention of parents, as they wish to tell the stories of their childhood favourite character to their own children. Hence, why we took to on-ground roadshows at major shopping chains for parents and children to experience Sang Kancil's story for themselves.

Describe the creative solution to the brief/objective.

Our audience? Malay families aged 20-40 years old with young children. As existing customers, they typically buy batteries for toys and cheap gadgets, but they're simply looking for a "good enough" option. Under financial pressure and constant demands from family for entertainment and stimulation, they look for affordable, reliable solutions. And since families are very busy, parents give children cheap, non-interactive gadgets, without actually spending quality time together to bond. These forms of entertainment also don't reflect the heritage or traditions of what parents grew up with themselves. We needed to tap into our Malaysian parents' own nostalgia and childhood.

Results

With 30,000 books produced, printed, and released in 1,000 major shopping chains across Malaysia, the Eveready Book of Play's first edition: Sang Kancil Cari Cahaya made waves with families throughout the nation. We had a pick up rate of 60% in one month with all books in Toys R Us outlets being sold out. 20,450 Social Media Impressions were gained and talks have begun for a future collaboration with the Malaysian Ministry of Education, to help Eveready light up even more children's imaginations across the country.