2018 | Finalist | Best Use of Digital (Online / Interactive / Mobile)
Advertiser: Heineken Malaysia Berhad Brand: Tiger Beer Creative Agency: - Credits: -
Tiger Beer is Malaysia’s number 1 beer brand. We needed to reinforce brand equity by inspiring people to collaborate for positive real world impact. How do we do that since Malaysia is a dark market for alcohol advertising?
Insight, Strategy and the Idea
Tiger position themselves as a brand that unleash people’s courage or creativity just like how Tigers are – brave and strong. The Tiger image is an iconic mascot used across all packaging. Young millennials are concerned about their environment for the future and they have more affinity for brands that are committed in creating positive impact to the environment. Leveraging on this insight, Tiger Beer decided to partner with WWF to raise awareness for the plight of the wild tigers with the aim to build a future for them.
The campaign was kicked off by removing the Tiger icon from the packaging to raise awareness and spark a sense of urgency. This news was cleverly seeded to all high reach nationwide newspaper titles through an emotional angle to raise curiosity and attention With a holistic digital plan to complement newspaper, we ensure that our media presence is felt across digital platforms – – ultimately driving them to the ‘Save The Tiger’ site to pledge their support : 1. Social content sites – compelling stories to evoke the empathy of the millennials. 2. Facebook and Instagram – A combination of videos, static posts and GIF to trigger emotions. 3. KOLs – encourage followers to join the force and submit their pledge online. 4. YouTube – Short education videos on the risk of wild tiger’s extinction and Tiger Beer’s WWF partnership. 5. Programmatic video buys to extend reach outside of YouTube.
Results and Effectiveness
The campaign achieved a unique reach of 81% versus KPI according to agency’s proprietary tool. Facebook’s engagement was 5.45%, above industry benchmarks and total impressions was 23.44mil.