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AWARDS :
FINALIST
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SUB CATEGORY :
BEST USE OF BRANDED ENTERTAINMENT & CONTENT
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COMPANY ENTERING :
TBWA\KUALA LUMPUR SDN BHD, KUALA LUMPUR
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ENTRY TITLE :
EVEREADY BOOK OF PLAY
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BRAND :
EVEREADY
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ADVERTISER :
ENERGIZER MALAYSIA SDN BHD
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AGENCY :
TBWA\KUALA LUMPUR, KUALA LUMPUR
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CHIEF CREATIVE OFFICER :
SA’AD HUSSEIN
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EXECUTIVE CREATIVE DIRECTOR :
VJ ANAND
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CREATIVE DIRECTOR :
LEE TAK SHUNE/LAY JIAN-YI
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COPYWRITER :
MATON SHUKOR/WILLIAM BEALE
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ART DIRECTOR :
JULIAN YAP
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ILLUSTRATOR :
JULIAN YAP
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AGENCY DESIGNER :
SAM LAI
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ACCOUNT DIRECTOR :
LOH MUN YEE
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ACCOUNT MANAGER :
AYUNI JAMAL
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ACCOUNT EXECUTIVE :
LEE XIN YI
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STRATEGIC PLANNER :
ELDON D'CRUZ
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PRODUCTION MANAGER :
BENSON CLIVE
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FILM PRODUCTION COMPANY :
RESERVOIR WORLD SDN BHD, KUALA LUMPUR
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EXECUTIVE PRODUCER :
CHOW CHUN SON/RANDY JAY PAVANARIS
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POST-PRODUCTION COMPANY :
OUTPOST POST PRODUCTION, KUALA LUMPUR
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SOUND PRODUCTION COMPANY :
CANANG STUDIO, KUALA LUMPUR
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PRINT PRODUCTION COMPANY :
PRINGARD TRADING, KUALA LUMPUR
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THE BRIEF :
IN TODAY'S DIGITAL WORLD, EVEREADY SET OUT TO DO WHAT CONVENTIONAL, OBSOLETE BATTERIES HAVE NEVER DONE: BRING MALAYSIAN FAMILIES WITH YOUNG CHILDREN CLOSER TOGETHER.WHILE OVERWORKED PARENTS AND BUSY CHILDREN MEANT LESS BONDING TIME, WE REALISED THAT CURRENT FORMS OF ENTERTAINMENT DIDN'T REFLECT THE HERITAGE OR TRADITIONS OF WHAT PARENTS GREW UP WITH THEMSELVES.SO WHAT IF WE COULD TAP INTO MALAYSIAN PARENTS' OWN NOSTALGIA AND CHILDHOOD?
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THE STRATEGY :
WE WANTED FAMILIES TO USE EVEREADY TORCHLIGHTS ON A DAY-TO-DAY BASIS - BEYOND EMERGENCY SITUATIONS. THOUGH TECHNOLOGICAL ADVANCEMENTS HAVE IMPROVED OUR LIVES GREATLY, IT HAS COME WITH A PRICE. THE LOSS OF TRUE FAMILY BONDS AND CHILDREN’S IMAGINATIONS WAS THE LIFESTYLE GAP THAT PROVIDED US WITH OUR OPPORTUNITY - REKINDLE IMAGINATIONS TO REKINDLE LOVE FOR EVEREADY. AS IMAGINATION HAS A NATURAL PARTNER IN STORYTELLING, COULD STORYBOOKS BE THE INNOVATIVE PRODUCT? THIS GAVE BIRTH TO THE EVEREADY BOOK OF PLAY (B.O.P) – AN INNOVATIVE STORYTELLING PLATFORM THAT USES SHADOWPLAY TO REVIVE IMAGINATION AND FAMILY BONDING.
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THE EXECUTION :
EVEREADY WAS INSPIRED BY THE LOST ART OF WAYANG KULIT, THE TRADITIONAL MALAYSIAN ART OF STORYTELLING USING SHADOW PLAY.WE CREATED A SHADOW PLAY BEDTIME STORYBOOK FOR CHILDREN, 'SANG KANCIL CARI CAHAYA' (THE MOUSE-DEER'S SEARCH FOR LIGHT), FEATURING THE ICONIC MALAYSIAN FOLKTALE CHARACTER: THE MOUSEDEER. CHILDREN CAN EVEN CREATE NEW STORIES WITH THE CHARACTERS, SO EVERY NIGHT BRINGS A NEW EXPERIENCE.THAT'S HOW WE CREATED A NEW REASON TO BUY EVEREADY TORCHLIGHTS, USING LIGHT AND SHADOW TO LIGHT UP A CHILD'S IMAGINATION, AND BRING FAMILIES CLOSER TOGETHER.
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THE RESULT :
WON HEARTS OF FAMILIES, BY ACTIVE PARTICIPATION WITH OVER 25,432 FAMILIES DURING ON-GROUND ROADSHOWS, GENERATED ENGAGEMENT ON FACEBOOK PAGE WITH FANBASE INCREASED BY 930%, AND INCREASED CONVERSATIONS ON PAGE BY 2006%. WON SHARE-OF-WALLETS OF FAMILIES SIGNIFICANT RESULT OF EMOTIONAL CONNECT GENERATED REVENUES OF RM255 FOR EVERY RM1 SPENT ON MEDIA., SOLD OVER 15,000 UNITS OF EVEREADY BOOK OF PLAY AND GENERATED INCREMENTAL SALE OF RM300,000 VIA SALE OF EVEREADY BOOK OF PLAY DURING ON-GROUND ROADSHOWS. EVEREADY BOOK OF PLAY ALSO GENERATED OVER RM110,000 IN PR VALUE, WITHOUT SPENDING ON PR.