Eveready Book Of Play

How the hell do you sell Eveready torchlights in this day and age?
What if it was not a torchlight? What if it wa a toy or a sabre or a piece of magical tool that lighted up a children's storybook?

In today’s digital world, Eveready's obsolete torchlights and batteries were becoming less and less relevant. In the few occasions that one actually requires batteries, consumers simply buy the "good enough" option. Families are also very busy, with parents giving children cheap, non-interactive gadgets, without actually spending quality time together to bond. We sought to increase relevancy and sales by targeting Malaysian families in a positive light, and creating a new reason to buy batteries. In order to bond together families, we decided to create a nostalgic bedtime storybook that let parents pass on their favourite stories to their own children.

With 30,000 books produced, printed, and released in 1,000 major shopping chains across Malaysia, the Eveready Book of Play's first edition: Sang Kancil Cari Cahaya made waves with families throughout the nation. We had a pick up rate of 60% in one month with all books in Toys R Us outlets being sold out.