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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.

Execution
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.

Effectiveness
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.

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.

Execution
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.

Effectiveness
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.

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.

Execution
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.

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