PLAYBOX by Saatchi & Saatchi Jakarta for Biskuat Energy

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PLAYBOX

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Industry Confectionery & snacks, Biscuits
Media Promo & PR
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: Best Use of Guerilla Marketing in a Promotional Campaign
Advertising campaign: PLAYBOX
Account Manager: Firdaus (Saatchi & Saatchi Indonesia)
Account Director: Shanty Lestari (Saatchi & Saatchi Indonesia)
Executive Creative Director: Glenn Alexander (Saatchi & Saatchi Indonesia)
Creative Group Head: Pancaputera (Saatchi & Saatchi Indonesia)
Art Director: Adriyan Pieter (Saatchi & Saatchi Indonesia)
Group Account Director: Larasati Moerdijat (Saatchi & Saatchi Indonesia)

Outcome
Biskuat Playbox was out of stock in day 1 event, helping to increase its regular daily sales up to 25% on that same day.

Relevancy
By contrast to today's game consoles which put kids on the couch and require no physical energy to play, Biskuat energy biscuit offers a unique gaming experience that uses only your physical energy.

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.

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 that can transform into a soccer field, running tracks and even a fighting ring.