Tiger DM TIGER VIRTUAL GAMES by Ace Saatchi & Saatchi Makati

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Industry Confectionery & snacks, Pre-Cooked Meals & Frozen Food, Snacks
Media Direct marketing
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Creative Director Abe Medenilla
Art Director Carl Urgino, Windel Aboy, Gelo Lico, Glenn Lalogan
Copywriter Andrew Petch, Tony Sarmiento Iii, Bogey Bernardo, Paolo Agulto, Maui Drillon
Released September 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Product/Service: FOOD
Date of First Appearance: Sep 2 2009 12:00AM
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi)
Vice president/Head of Integration: Tony Sarmiento (Ace Saatchi & Saatchi)
Head of Activation: Onat Roldan (Ace Saatchi & Saatchi)
Head of Art: Carl Urgino (Ace Saatchi & Saatchi)
Head of Digital: Shiela Tiongco (Ace Saatchi & Saatchi)
Creative Director: Abe Medenilla (Ace Saatchi & Saatchi)
Copywriter: Maui Drillon (Ace Saatchi & Saatchi)
Copywriter: Bogey Bernardo (Ace Saatchi & Saatchi)
Copywriter: Paolo Agulto (Ace Saatchi & Saatchi)
Copywriter: Andrew Petch (Ace Saatchi & Saatchi)
Copywriter: Tony Sarmiento (Ace Saatchi & Saatchi)
Art Director: Windel Aboy (Ace Saatchi & Saatchi)
Art Director: Gelo Lico (Ace Saatchi & Saatchi)
Art Director: Glenn Lalogan (Ace Saatchi & Saatchi)
Art Director: Carl Urgino (Ace Saatchi & Saatchi)
Activation Team: Nona Yaw/Nathan Cabigao (Ace Saatchi & Saatchi)
Activation Team: Patti Mallari (Ace Saatchi & Saatchi)
Activation Team: Martin Romualdez/Joem Segovia (Ace Saatchi & Saatchi)
Animator/Editor: Lambert Pangilinan
Final Artis: Rico Torres/Rod Alonzo (Ace Saatchi & Saatchi)
Media placement: Newspaper - Manila Bulletin - September 2009 – November 2009
Media placement: PR - Manila Bulletin/Facebook/Online blog sites - September 2009 – November 2009
Media placement: Poster - SM Malls / Cyberzone Videogame stores - September 2009 – November 2009
Media placement: Radio Ads - Love Radio, Energy FM, YES! FM - September 2009 – November 2009
Media placement: Online media - Facebook / Online blogs - September 2009 – November 2009
Media placement: Event - SM Malls (Event And Merch - September 2009 – November 2009
Media placement: TV Coverage - Nikelodean Channel / Nat Geo kids channel - September 2009 – November 2009

Describe the brief/objective of the direct campaign.
In Asia, video games are the number one play-activity for kids. However, most video games don’t require physical energy to be played. Thus they're reducing the need for energy and hence reducing the need for our product Tiger Energy Biscuits.

Explain why the creative execution was relevant to the product or service.
The world’s first Wii Sports tournament was a perfect solution because it allowed kids to exert energy and compete on something they absolutely love - Nintendo Wii - and the only way they were able to take part is if they bought five packets of Tiger Energy Biscuits. Which also gave them the energy they needed to exert anyway. The strength of the creative was its ability to solve a problem in a truly original way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Don’t stop kids from playing video games. Just get them to play the console that requires energy – Nintendo Wii. Our groundbreaking idea…the Tiger Virtual Games, the world’s first ‘Wii sports’ Olympic Games. We opened 1,000 slots for kids, making them compete in Wii Sports for medals and the ultimate prize - free Nintendo Wiis. Cost of entry was just 5 empty packets of Tiger Energy Biscuits. We promoted the event like a major sporting event, creating Olympic-themed virals, merchandising, etc. We even staged the ‘Running of the Wii’, an event where kids carried the controller like a torch across three major cities.

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.
Close to 1000 kids entered the event. Close to 250,000 Tiger Energy biscuit packs were sold in the lead up. Another 4,990 packs were sold on the day. Plus free publicity that amounted to P1,991,040 in radio announcements, P200,304 in newspaper and TV coverage and P 53,272.50 in online exposure. Participating kids also developed a new affinity for the brand because it made them experience the energy and thrill of competing in an Olympic sports tournament.