2022 | Bronze | Best Use of Innovation in Media
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.