SITUATION:

Tight deadlines. Demanding bosses. Unreasonable clients. Volatile economy. Uncertain future. Working life is hard. And it's not getting any easier. How can we help young professionals make it through the work day and to a cold glass of Tiger?

BRIEF:

With beer accounts, it's standard practice to produce two campaigns every year. A brand campaign and a credentials campaign. This brief was for the latter: "We want the usual creds campaign. Make it the same but different." The client wasn't sure what that meant and tbh, neither did we.

OBJECTIVE:

Strengthen emotional connection with the brand.

Get them to engage with our brand assets. Most importantly, make sure Tiger stays no.1!

Everybody has the potential to be great. Only, how does one become great?

It takes vision, courage, creativity, commitment, persistence, endurance and more.

Sure, it's easy enough to all list the traits. It's another thing to live it.

Tiger Beer came from nothing and became Malaysia's no.1. Instead of telling people about our beer today, why not show them how we became today's beer?

The best way to do it? By letting them experience our journey. We created an immersive & experiential multi-touch, multi-sensorial pop-up space in one of Malaysia's leading malls.

Here's how we overcame our giants. Now go do it your way.

Creative Idea:

To rule your jungle, uncage your inner Tiger.

No thanks to AI and industries becoming more competitive, work can be a little... pressurizing.

Our audience are young urban professionals. How can we help them get through the work day,

and to a cold glass of Tiger?

The average professional spends 33 years in the workforce.

Graduate at 22. Retire at 55.

Tiger became Malaysia's best-selling beer in less than 30 years.

Launched 1986. Became No.1 in 2015.

Could our story somehow inspire them to succeed?

We were an Asian beer up against more established giants.

From a beer nobody wanted to stock, we became the beer on everybody's lips.

Everybody knows Tiger Beer. Not everybody knows how Tiger Beer became Tiger Beer.

Strategy

To help young professionals succeed, show them how we did it.

Tiger Den was divided into 6 main experiential rooms (and sub-spaces serving as segues between zones, dedicated photo ops etc).

12,500 sq feet | 20 operating days | 31080 visitors

1. Heritage Street

How, where, when it all began.

1932 – 1986

First bottles, medals won, souvenirs, memorabilia.

Arrival in Malaysia.

Here, BOLDNESS IS BELIEF.

2. Tiger Brewery

How we brew.

Engaged with: Kinetics x Motion Sensors x Graphic Animation x Sound Design

BOLDNESS IS WITHIN.

3. AR-Ffiti Street

We influenced pop culture.

Stories told by: Graffiti x Augment Reality

BOLDNESS IS ACTION.

4. Hype Street

Engaging communities + collaborations + partnerships.

Asian street style & pride

BOLDNESS CONNECTS.

5. (Tiger) Crystal-Cold Room

New beer for the new gen.

Engagement: Kinetics x Animation x Visual Effects x Thermal Control x Wind Power

BOLDNESS INNOVATES.

6. Tiger Bar

And finally, a sip of a world-acclaimed original.

BOLDNESS CELEBRATES.

Tiger Den was the first time our client ran a credentials campaign in the form of an experiential pop up. We didn't have any numbers to benchmark against. Nonetheless, the results speak for themselves:

ATTENDANCE:

31080 VS KPI of 9000 (345% above)

BRAND SCORES INCREASED

1) Progressive: 11%

2) To Be Seen With: 15%

3) High Quality: 7%

4) Hangout With Friends: 10%

measured against beginning Q2 (aspiration was 7%, 10%, 5%, 7%)

DIGITAL INTERACTIONS:

1) AR-FFITI 128,678

2) BREWING PROCESS: 24,242

3) CRYSTAL-COLD ROOM: 14,592

Tiger Crystal = new beer brewed for new gen.

47% of visitors engaged this station; received a super-chilled bottle

(sampling success).

PR

MQI Score 97% | 53 clippings | 56+million reach (EARNED)

MQI KPI was 85%, reach was 40mill)

SOCIAL LISTENING

measured at 100% positive sentiment

(aspiration = 93%)

And finally, a Tiger Den playbook for APAC region has been developed. Rollout in 2024.