Tiger: VIRTUAL GAMES

Credits & Description:

Category: Best Use of Live Events and or Celebrity endorsement

Advertiser: KRAFT PHILIPPINES

Product/Service: FOOD

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: In-House - Saatchi & Saatchi - September 2, 2009



Summary of the Campaign

The client wanted kids to use more physical energy to induce more need for Tiger Energy Biscuits. However, the favorite play-activity for Asian kids is video gaming, something that rarely requires energy. Instead of stopping children from playing video games, we got them to play one that requires a lot of energy – Nintendo Wii.

So, we created the Tiger Virtual Games, the world’s first Wii Olympics.

The PR brief asked us to create maximum awareness and excitement for this event and inspire hundreds of kids to participate



The Goal

To get the brand and the event noticed by riding on the popularity of the Olympics.



Results

The 'Running of the Wii' turned heads, made headlines and inspired bloggers. All in all, The Tiger Virtual Games generated 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.



Execution

We staged a PR-generated event called the 'Running of the Wii' where kids carried the controller like a torch across three major cities. It included a traffic-stopping traverse along the country's busiest highway and culminated in the lighting of the virtual flame right in Tiger Virtual Games' main venue.

Then during the games, we ushered in the media for news coverage, TV show features and interviews.



The Situation

Having a new product, we had to come up with something lese that had never been done before to promote it.



The Strategy

Make the event feel as close as possible, to the size and thrill of the real Olympics. We decided to promote it like the Olympics; use pre-event hype then invite local and international media agencies to cover the actual competition.