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TIGER ENERGY PLAYGROUND
ACE SAATCHI & SAATCHI, Manila / KRAFT / 2012
Awards:
Overview
Credits
Overview
CampaignDescription
To demonstrate Tiger Biscuit’s energy benefits for kids, 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.
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 an alternator into the merry-go-round to transform movement into electricity, which is stored in batteries connected to the equipment. 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 couldn’t have been achieved through traditional advertising.
Effectiveness
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.
Implementation
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 Facebook, 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.
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