Brief Explanation

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 cherish and charm their children with. The use of the Eveready torchlights with Eveready batteries included in the pack, means that both parents and children will continue to use Eveready's products for years to come, as they grow up and light up their imagination with a brand that's vision and mission focuses on families specifically. In the same way that children play and create new stories with the Eveready Book of Play, Eveready wished to become a part of the next generation's childhood in a memorable way. By lighting up a child's imagination, the Eveready brand stays relevant in a parent's mind and reflects positively enough for them to remember to pick up Eveready batteries and torchlights the next time they shop.

The Brief

In today’s digital world, Eveready's obsolete torchlights and batteries were becoming less and less relevant. In the few occasions that one actually requires batteries, consumers simply buy the "good enough" option. Families are also very busy, with parents giving children cheap, non-interactive gadgets, without actually spending quality time together to bond. We sought to increase relevancy and sales by targeting Malaysian families in a positive light, and creating a new reason to buy batteries. In order to bond together families, we decided to create a nostalgic bedtime storybook that let parents pass on their favourite stories to their own children.

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

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

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 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. Each Eveready Book of Play pack contains Eveready torchlights and batteries for families to use and experience, so the more they read the book, the more Eveready becomes the 'top-of-mind' brand for batteries.