Biskuat Energy DM, Case study PLAYBOX by Saatchi & Saatchi Jakarta

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PLAYBOX

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Industry Biscuits
Media Direct marketing, Case study
Market Indonesia
Agency Saatchi & Saatchi Jakarta
Creative Group Head Pancaputera
Executive Creative Director Glenn Alexander
Art Director Adriyan Pieter
Released December 2012

Credits & Description

Advertiser: KRAFT FOOD COMPANY INDONESIA
Agency: SAATCHI & SAATCHI INDONESIA
Category: Fast Moving Consumer Goods
Advertising campaign: PLAYBOX
Account Manager: Firdaus (Saatchi & Saatchi Indonesia)
Executive Creative Director: Glenn Alexander (Saatchi & Saatchi Indonesia)
Group Account Director: Larasati Moerdijat (Saatchi & Saatchi Indonesia)
Creative Group Head: Pancaputera (Saatchi & Saatchi Indonesia)
Art Director: Adriyan Pieter (Saatchi & Saatchi Indonesia)
Account Director: Shanty Lestari (Saatchi & Saatchi Indonesia)
Client Brief Or Objective
Known as energy biscuits fortified with vitamins and minerals, Biskuat wants to fuel kids further with long-lasting activities that dial up the energy message.
Execution
In contrast to today's game console which turns kids into couch potatoes and requires no physical energy to play, Biskuat energy biscuit offers a unique gaming experience that uses only your physical energy.
Implementation
Introducing Biskuat Playbox, a limited edition packaging containing up to 12 Biskuat packs. Biskuat Playbox is a direct showcase on how kids can enjoy the biscuits and use their energy to play with the box which they can transform into a soccer field, running tracks and even a fighting ring.
Outcome
Biskuat Playbox was out of stock in day 1 of the event, helping to increase its regular daily sales up to 25% on that same day.