Malaysian Media Awards Winners Showcase

2019 | |

Tiger: Following You This World Cup Season

Advertiser: Tiger
Brand: Tiger
Creative Agency: -
Credits: -

The Challenges
Tiger Beer needs to constantly reinforce its brand equity among beer drinkers who have an array of great brands to choose from. Media’s imperative was also to raise topofmind awareness in a dark market with limited media opportunity.

Insight, Strategy and the Idea
World Cup 2018 presented the perfect opportunity to dial up Tiger’s brand equity in new and interesting ways. However, the biggest viewing medium TV was out of our reach. Knowing that 86% of sports fans use another device while watching TV, while 40% are likely to interact with the content of the TV show while second screening, and 48% are on social media apps while watching sports content, through TVMobile Live Sync technology, we found a clever way to own live nailbiting football moments on TV.

Media Execution
Live moments like goals, penalties, fouls, freekicks, halftime were synchronized with realtime digital bursts on Facebook, Instagram and video platforms. Within a few seconds of witnessing world cup’s most iconic moments on TV, people were greeted by cheeky Tiger ads. These messages were customized to moments when people got on their devices to share about it. All 64 live matches were tagged with this live mobile sync. It also included competitor drinking outlets where patrons were served with our customized promotional ads, which prompted them to Tiger instead of competitor outlets.

Results and Effectiveness
• We achieved 57% of overall absolute campaign reach with Facebook recording the highest at 46% followed by mobile at 26% and social content at 16%. •
The campaign started with recall rate of 2.9% and hit a high of 6.2%. (Normal FB & IG ad recall rate is between 35% points)
• The geo targeted messaging drove 272 footfalls into Tiger beer outlets.
• Overall, campaign achieved 21% additional impressions at a more cost effective CPM. All these created excitement and buzz around Tiger as a dynamic beer brand.