Advertiser: Tiger Brand: Tiger Beer Creative Agency: NAGA DDB, Repreise (Digital), Freeform (Activation) Credits: -
Objective & Challenge
• Tiger is famous for regularly hosting largescale street food festivals, complete with games and activities, live performances, and of course a great selection of street food to savour alongside icecold Tiger Beer.
• These activities strengthen brand affinity amongst target consumers, build top of mind awareness and brand equity by associating Tiger and street food (think street food, think Tiger).
• But at the end of 2020, the third wave of Covid19 cases surged in Malaysia, resulting in a strict new lockdown.
• Tiger wanted to inspire people to find special new moments despite sheltering in place. At a time of polarisation and unprecedented anxieties, Tiger wanted to bring Malaysians together.
• The challenge was to move the street food experience beyond endless live streaming towards data and techenabled experiences that mimicked extraordinary local streetfood atmosphere online
• Tiger’s target consumers were aspirational new progressive male and female drinkers aged 22 to 29 years old, who bought beer at least once a year
Insight & Strategy
• There had been plenty of online ‘events’ and festivals in the past 9 months, but livestreamed video content alone isn’t particularly engaging or novel any more. There were also many food delivery services, so we had to offer more than just a way to order food online while watching some videos.
• A food festival is about so much more than just the food. That’s what brings you there, but it’s the overall experience that people were missing the most. Walking around, checking out what various vendors have to offer, playing games and joining in on activities – and even watching live performances.
• So in addition to making sure we had a huge selection of great, authentic street food from some of the best vendors Malaysia has to offer (more than 80 across the four weekends of the festival), we really focused on replicating everything else about the experience, in a fullyimmersive 3D world.
• Therefore, Tiger wanted to bring back the excitement of street food in this ‘new normal’ by using technology and creativity to design new and accessible street food experiences via digital platforms.
• We spent around 5 months creating this from the ground up – nobody had done something like this before. We didn’t even know if it would be possible when we started. But everybody working on it really believed in the idea, and that’s what kept us going. It’s really all down to the hard work and late nights of everyone involved that we were able to make this happen.
• Unlike most virtual festivals that ran as livestreamed content, the Tiger Street Food Virtual Festival was planned as a fullyimmersive and engaging online experience; the first of its kind anywhere in the world.
• Next generation personalisation paved the way for a world of virtual street festival experiences where every consumer could be served dynamic, engaging content and Uncover the Extraordinary
• Users would be able to walk the 3D streets as their own customized avatar, interacting with others, playing games and visiting vendors, before ordering street food directly to their door through our official delivery partner – DeliverEat
• Different platforms were used throughout the three phases leading up to the festival month.
• Awareness: Launched conversations on the virtual street food festival and encouraged preregistration. Celebrity KOLs like Lizz Chloe and Harvinth Skin were hired as festival characters (NPC) to drive traffic, engagement, and Word of Mouth.
• KL Foodie, our food content partner, transformed into an animated character to show audiences the hidden gems and crowd favorites at the food festival.
• It was crucial to publish great content that resonated with audiences. Content angles around food and virtual festival were tested beforehand to determine which ones enjoyed higher affinity amongst younger and older audiences via social and programmatic buy.
• Creatives and content were developed based on the winning angle to during the official festival launch
• 12 days before the official launch of the virtual festival, we hosted an exclusive virtual event allowing media and KOL’s to preview the virtual experience • Event: A full page full color double page spread was published on The Star and The Sun to ensure the launch came in loud. Besides food, beer and games, the fully immersive experience was complete with an exclusive live performance by Malaysian hiphop artist NAMEWEE beaming all the way from Taiwan and only available for viewing within the festival. • Promotion: The campaign leveraged high reach media such as social channels and newspapers to drive sales and traffic to TraditionalOnTrade outlets.
https://www.thedrum.com/news/2020/11/03/tigerbeerintroducesvirtualstreetfoodfiestasatisfymalaysianscravings https://klfoodie.com/tigerstreetfoodvirtualfestival2020/ https://says.com/my/tech/tigerstreetfoodvirtualfestival#
• Compared to Q3’20, in Q4’20 when the festival ran Tiger enjoyed uplift on regular consumption by 5%.
• Media garnered 38 million total impressions, with 80% total campaign reach vs KPI 50%
• Site traffic 280 thousand, more than double original KPI of 108 thousand
• Virtual Festival Site: o 24 thousand signups vs KPI 21 thousand o Beat Sales KPI by 6% for F&B festival orders, Drinkies (ecommerce site) sales uplift of 41% vs prepromo o 20 thousand Namewee performance views o More distinctive brand image: +3 vs Q3
• Gained 2pt market share vs competitors in Offtrade channels
• PR received 76 media attendance and 100 earned coverage with 97% MQI score vs KPI of 85%
• Tiger’s brand health also improved across most of the brand imageries: Especially: o Brands for people like me: +5 vs Q3 o More distinctive brand image: +3 vs Q3 o Is a beer that goes well with food: +4 vs Q3
Advertiser: The Walt Disney Company Brand: Marvel Avengers Creative Agency: - Credits: -
Objective & Challenge
• In 2018, The Avengers: Infinity War promotional campaign saw an iconic Malaysian building transformed into Stark Tower emblazoned with the Avengers logo. It was larger than life and the talk of town.
• In 2019, to promote Avengers: Endgame, the brand needed to do something unprecedented, bigger, and better in KualaLumpur to keep audiences enthralled and set the new pace for transmedia storytelling.
• Ultimately, driving repeated viewership of its franchise’ productions.
Insight & Strategy
• Research: Based on social listening data, brand engagement reports and keyword searches, we understood that the audience was predisposed to be fascinated by the franchise’ outdoor show and tell.
• Insight: The creative idea was rooted in the insight that consumers who are stimulated by experiential marketing are highly likely to be emotionally invested in the brand and will in turn talk about it.
• Idea: While our target audience were beyond enthusiasts, fans of the story pay close attention to the love of the Marvel Cinematic Universe – to get their buyin, the experience must respect the narrative. The core six Avengers are the beating heart of the chronicle, an ensemble of fullbodied characters the audience had grown emotionally invested into.
• Strategy: To arouse the audience’s emotional extreme, the strategy was to shock and awe. The performance sought to draw in onlookers, creating a brand connection beyond fans to craft an exhilarating experience they can own and share.
• Thanks to efficient orchestration of onground production, Intel drone performance, production design, sound and light production, and venue management and logistics,
• A dazzling display of a recordbreaking drone light show synchronised with music transpired unannounced in the night sky, bringing to life the iconic Avengers heroes, marking the premiere of Avengers:Endgame.
• The 300 drones also made it into the Malaysia Book of Records for “The Most Drones Used in a Light Show”. Powering the collective drone hive was technology developed by Intel.
• The move was to commemorate the culmination of a story told across 22 films in 11 years.
• Poignant and grand, Iron Man, Captain America, Thor, Hulk, Black Widow and Hawkeye sent signals against the backdrop of the iconic Kuala Lumpur Tower. o
https://www.nst.com.my/lifestyle/groove/2019/04/482512/showbizmarvelcelebratesavengersendgamesuperherodronedisplay o https://www.marketinginteractive.com/marvelmalaysiapromotesavengerswithrecordbreakinglightshowatklcc o https://www.soyacincau.com/2019/04/23/avengersendgamekltowerinteldronelightshow/ o
• 10.4 million organic reach on Instagram
• Earned PR on over 50 international and media outlets
• +28% more tickets sold compared to 2018
• USD 2 Million total media earned
• The business impact speaks for itself.
• The organic hype contributed to achieving the overarching business goal of driving excited audiences ready to watch the movie and recruiting onthefencers for revisits to the movie theatre.
• Ultimately achieving Malaysia’s highest box office record of all time at USD 21 million.
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 Ismerelda Ismetnayan - dentsu X Malaysia, Media Planner Jaclyn Hwang - dentsu Malaysia, Senior Executive, Biddable Melody Khoo - dentsu Malaysia, Senior Manager, Strategy Lead Cheng Yin Yee - dentsu Malaysia, Planning Director Sylvia Hew - dentsu Malaysia, Manager, Implementation Rachel Lim - dentsu Malaysia, Senior Executive, Trading Operation
Objective & Challenge
Challenge: CNY festive is increasingly becoming more cluttered as many brands are now beginning to leverage on the festive season. Every brand is now trying to draw inspiration from the Chinese zodiac signs to make the experience more memorable and distinctive. In 2021, the challenge for Tiger Beer is, how will the brand be distinctive and memorable by leading and owning the CNY festivity. Objective: To drive top of mind awareness and improve brand recall among target audience during the festive season and to stand out from the communication clutter amongst competitors and other brands to drive sales for Tiger Beer and Tiger Crystal.
Insight & Strategy
Insights: Malaysians are eager to celebrate CNY after 2 years of compromised festivities. They are optimistic but at the same time are worried about Covid. What they need is that extra encouragement and push to get started and a show of comfort and courage. Tiger is the only brand that has the sole right to bring this to life and own CNY 2022 for 2 reasons: 2022 is the Year Of The Tiger and Tiger is the one brand that can demonstrate optimism to consumers because it is the only beer brand in the world that was brewed in a climate that is not suitable for beer brewing – Asia, showing courage and determination. Strategy: Personify Tiger Beer brand values and show people that we can channel the courage of the Year Of The Tiger to once again feel prosperous and give a voice to all Malaysians to embody and share the Tiger spirit and roar together. Using the iconic Tiger symbol and own the Year of The Tiger by uncaging the festive possibilities and new media world by doing media activation that is first in category and first in market and showcase to consumers that with the spirit of the tiger, anything is possible.
Tiger Beer ventured into the world of NFTs (Nonfungible Tokens) with an exclusive collaboration with Pestle & Mortar Clothing (PMC). The NFT collection, known as The Tiger Archives, feature vintage Tiger artwork ingrained into the blockchain, and each artwork is uniquely drawn fully by hand. These NFTs will unlock a series of perks throughout the Year of the Tiger, from exclusive merchandise down to curated experiences by PMC. The Tiger Archives NFT collection will be released for sale on 25th January 2022. 30% of the proceeds will go towards supporting local musicians, artists and street food chefs via Tiger’s UNCAGE platform throughout the Year of The Tiger. The first ever 6688 Tiger Beer NFT collection with PMC sold out in 10 mins. Tiger turned all the product (Limited edition Can), packaging, merchandize (Ang pao packet), Newspaper to AR roaring greetings. QR code became very common to the citizen since Covid hit. The QR code allowed audience to interact, win special prizes and send greetings to their friends and family. Breakthrough of media, the first Tiger 3D ads on Pavillion screen. Use KOL to capture the gigantic 3D roaring Tiger and on ground activation along the connection to experience the festive vibe. Tiger Beer roaring into the Lunar New Year with some novel experiences for loyal fans, continue associate with the mature audience by placing a 3D Tiger on the mainstream Newspaper titles The Star and Sin Chew. Tiger gathered Thomas Powell, Pamela Tan and Sheena Liam for the artist collaboration in Pavillion, a high traffic place that gathered everyone especially during festive. Besides, in the same spirit of collaboration, we also invite local mural artist to takeover the streets in Penang, Melaka, Ipoh and Johor including Kwai Chai Hong. The unique “Tiger” word within the mural is scannable and lead to promotion.
100k unique visitors to the website, 58k AR roaring greetings session. 6688 NFTs sold out in 10 mins, the highest traded NFTs euro4,960, total reach of 9 mill with 1.2 mill engagement, recruited 22k member in a month. Kantar captured the highest awareness 85% responses on Tiger 3D ads branding as compared to other advertiser. Aligned with the statement, makes me think Tiger Beer is progressive and dynamic brand.
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 Jordan Quek - dentsu X Malaysia, Planning Manager Natalie Teng - dentsu X Malaysia, Senior Planner Jaclyn Hwang - dentsu Malaysia, Senior Executive, Biddable Sylvia Hew - dentsu Malaysia, Manager, Implementation Rachel Lim - dentsu Malaysia, Senior Executive, Trading Operation
Objective & Challenge
Challenges: Food, which is a highly saturated passion point in Malaysia, is increasingly becoming the main focus of every brand from all categories. It is a passion point that is difficult to own. Despite this, Tiger successfully established its position as the only brand that has the right to advocate and champion Asian street food given its Asian heritage and roots when it launched Tiger Street Food Festival in 2016 and created a strong association between the brand and street food in Malaysia. In 2020, this took a different form due to the pandemic and was mainly activated through digital and the success of the 1st ever interactive Virtual Street Food Festival has now set a new benchmark and a new challenge – how do we reimagine the festive by bringing in ore unique and exciting experience and how do we make it bigger and bolder compared to the previous year using the existing platform. And most importantly, how to we continue to strengthen the association between Tiger Beer and Street Food moving forward. Objective: Continue to strengthen and establish brand equity by creating stronger bond with our target audience through passion for food and leverage on street culture and drive penetration for the brand by recruiting new consumers from the alcohol category with the communication and creatives centered around street cultures and Malaysia street food.
Insight & Strategy
Insight: The pandemic in 2020 forced the country to shut down. Lives came to a halt. Malaysians were lost. Bonds were strained. Brands struggled to connect with consumers and there was no sight of the end. This was when Tiger, Asia’s beast, rose to the challenge and was determined to not take this quietly. Tiger is the only brand that has the right to uncage possibilities in Malaysia given its Asian roots and rose from the flames of the pandemic and gave Malaysian’s hope. The main objective the brand set its sight on, to connect Malaysians at every possible moment. The one single unifying factor that brings Malaysian’s together – FOOD! An insight was formed – inspiring Malaysians to discover the special in the ordinary and Tiger Virtual Street Food was launched to uncage street food delicacies by connecting consumers to trade partners virtually driving sales for outlets while keeping consumers engaged and entertained. In 2021, Tiger took this to the next level and looked at what connects the target audience beyond just street food. The answer was, “street culture”. The insight – bringing the best of Asia together through food and fashion by tapping into latest trend in street culture. Strategy: A pairing experience to seize Hype Culture + Food = Hype Eats. Tiger took lead, as the only Asian beer brand in the category, to engage and indulge consumers by connecting their No.1 passion point which is street food and streetwear by delivering a 100% Malaysian street culture 360 experience by unleashing the creativity of Asian cuisine and staying true to the brand role of inspiring people to discover the special in the everyday ordinary.
The new season of Street Food Virtual Festival is all about the X as Tiger brings fans an epic collision between street food and an integral part of street culture streetwear. The local streetwear scene has always been a way for people to express themselves and is influenced by the many ways of life here, just like the street food flavours. The mash up aims to bring the two cultures together to create an extraordinary experience for fans, while breaking the boundaries of street food. This is why Tiger has partnered with renowned local streetwear brands to curate two limited edition streetwear apparels each from EK Collective, TNT Co, The Swagger Salon, Eversince, Pestle & Mortar, and Dissyco. One of the two streetwear merchandise will be included in the Hypefeast Drop, which comes with the street food dish that inspired the exclusive apparel, as well as a Tiger Beer and a Tiger Crystal. Limited quantity is available on a first come first served basis for fans residing in Kuala Lumpur, Selangor, Penang, Johor Bahru and Ipoh, the Hype Store within the virtual world will showcase one brand each week for fans to make their purchases. The other limited edition merchandise will be available for anyone at the virtual festival to purchase at the Hype Store. Introduced the Hypefeast Drop with a total of 6 fashion brand Swagger, Eversince, EK collection, PMC, DissyCo, TntCO and Photoshoot. Each of the brands came out with special / limited collection design surounded by the theme Street Food. We used KOL to shout out on the special collab with the local brand: the Hypefeast Drop. Worked with the food and fashion branded content specialist, KL foodie, Juice, Buro and etc. curate series of Hype contents.
The campaign came through loud and clear, capturing the imaginations of drinkers and nondrinkers alike: Tiger Virtual Street Food Festival 2021 sales increased by 53.3% compared to last year’s TVSFF.
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)