Malaysian Media Awards Winners Showcase

2022 | |

When Your Beer Becomes Your Mentor

Advertiser: Heineken Malaysia
Brand: Tiger Beer
Creative Agency: Naga DDB Tribal, Chariot
Credits: Hemanth Jayaraman - dentsu X Malaysia, Partner, Head of dentsu X Sean Loh - dentsu X Malaysia, Business Director Joanne Wong - dentsu X Malaysia, Planning Director Cassandra Chan - dentsu X Malaysia, Planning Manager Jaclyn Hwang - dentsu Malaysia, Senior Executive, Biddable Sylvia Hew - dentsu Malaysia, Manager, Implementation Rachel Lim - dentsu Malaysia, Senior Executive, Trading Operation

Objective & Challenge
Tiger Crystal is positioned to be a drink for youngsters because of its light and refreshing taste. To tap into the younger audiences and dialup their relevance with the brand, we introduce the brand narrative by establishing passion points and mentors associated with the brand. Due to the pandemic, we have to look for innovative ways to recruit participants to register for the passion points and execute the mentor classes with the limitations of not being able to do the physical classes.

Insight & Strategy
Tiger Crystal is seen as an inferior product to Tiger regular due to its lower ABV & being perceived as “watered down” Tiger Beer. While Tiger Crystal has yet to realize its full potential in driving the overall growth of the mother brand, it has a relatively high awareness & trial score and is gaining traction among the younger consumers. Brand strategy & proposition: Focus on driving penetration among the millennials/ GenZ via new emotional benefit and cocreation initiatives.

Tiger Crystal Fire Starter is a KOL fronting campaign. We started off the campaign by identifying four main passion points: Jumprope, Skateboarding, Photography, and Craft, and we have shortlisted four mentors for the respective passion points. As the mentors were the faces for the campaign, they were featured in the brand film, and they were required to craft out a 4weeks course outline based on their respective passion points. Every week, the four mentors shot their own 10 to 20 minutes of tutorial videos based on the course outline that they had crafted. The tutorial videos were uploaded to the microsite as content for their followers to consume. On top of the tutorial videos, the mentor of skateboarding had one on ground physical class, whereas the mentors of jumprope, photography and craft had one live tutorial session as an alternative solution due to the pandemic. Towards the end of the tutorial videos and the classes, the mentors consumed Tiger Crystal and repeatedly called out how Tiger Crystal uncaged their inner fire. Apart from that, the four mentors also came out with their contest mechanics and proposal for contest prizes for the campaign to encourage participants to sign up for the classes to learn and master the skills for the passion points. Furthermore, to amplify the campaign, we also engaged micro influencers who are active in the respective passion points to join the squad in supporting the mentors. Besides driving awareness and engagements, we also ran social, programmatic and rich media to drive signups for the classes.

325 signups for the classes Brand Power Score 19.7 (+1.0 compared to the previous quarter)