CHAMPION'S ACADEMY by Saatchi & Saatchi Jakarta for Tiger

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CHAMPION'S ACADEMY

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Industry Shows, Events & Festivals, Confectionery & snacks, Biscuits
Media Direct marketing
Market Indonesia
Agency Saatchi & Saatchi Jakarta
Executive Creative Director Juhi Kalia
Art Director Audy Sutama
Copywriter Pancaputera
Released August 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: PT. KRAFT FOODS COMPANY INDONESIA
Product/Service: SPORTING EVENT
Agency: PT PERWANAL SAATCHI & SAATCHI
Date of First Appearance: Aug 29 2009 12:00AM
Entrant Company: PT PERWANAL SAATCHI & SAATCHI , Jakarta, INDONESIA
Entry URL: http://thegirlpowerz.blogspot.com/, http://lebronsitepu.blogspot.com/, http://lapangannyarafli.blogspot.com/
Executive Creative Director: Juhi Kalia (Saatchi & Saatchi Indonesia)
Art Director: Audy Sutama (Saatchi & Saatchi Indonesia)
Copywriter: Pancaputera (Saatchi & Saatchi Indonesia)
Media placement: TV Campaign - RCTI - 29 August 2009

Describe the brief/objective of the direct campaign.
Tiger Biskuat is Indonesia's favourite energy biscuit. Everyone can be a champion - a line they have used for years. Now they wanted to bring this idea to life. Our brief was to create an activation that would build the brand by engaging kids in a direct and memorable way.

Explain why the creative execution was relevant to the product or service.
The product promise of - energy to win and the brand belief - everyone can be a champion came alive through this participation idea. The actual experience and journey taught children how to push themselves, how to unleash their potential and believe in themselves. It engaged actively and connected with kids on the ground to build a memorable relationship with the brand. The 3 true stories on the net amplified the idea in a personal, real and compelling way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Indonesia has oodles of young sporting talent,but their chances of being discovered are impossible. We launched Champion's Academy,an event to uncover the nations hidden sporting talent. We recruited kids from across the country for trials.Call for entries went out via TV spots, including posters and pos materials. Only 50 made it through.They were put through a rigorous training schedule with Indonesia's top sporting personalities- players, national coaches & coaches from Arsenal Football Club.We followed 3 potential stars with a small film crew and posted their journey on the web. We used flyers at the on-ground event to drive traffic to the blogs and also used PR web's online services to generate buzz on the internet. We also got them to write blogs and share their experience.In a final playoff 3 winners were chosen. They each won scholarships to National sporting academies.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Over 16032 boys and girls lined up in over 4 cities. Free media impressions worth thousands of dollars were generated. The campaign delivered double digit sales growth and brand awareness went up by 12%. It gave a platform to boys and girls who would've never dared to dream. And it changed the destinies of 3 underprivileged kids. One of whom has even been guaranteed a spot at AS Roma as soon as he turns 12. It was such a success that Tiger Biskuat wants to build this as an annual event that can keep getting bigger every years.