In the Middle East, alcohol advertising is highly restricted. So Tiger Beer couldn’t advertise itself on TV, radio, newspapers, magazines, billboard and other outdoor sites. But we can talk to our consumers in pubs, retail outlets and online.

In addition, branded content and entertainment is still a new concept in the region and most campaigns are still about sticking a logo onto a film or documentary, with no real purpose. But we did something different. We created original, organic content that our target consumers liked, shared and craved. And most importantly, it united like-minded people in an ever-growing community of loyal Tiger drinkers.

Tiger Co-Lab is a multi-media campaign that united like-minded people and turned them into loyal Tiger drinkers.

Through social listening, we found creators with the highest social media following and collaborated with them to show a different side of Dubai, and spread the word for us. From street art to designer furniture that became permanent fixtures at Satwa, photography, fashion and our very anthem ‘THE SOUNDS OF DUBAI’ — all inspired by the streets and different cultures of the city. We shared them across social media channels, capturing the imaginations of both fans and the media alike. Our community loved it and kept growing day by day.

We then took our online community offline and invited them to our documentary screening and showcase, putting Tiger Beer into their hands. By hosting secret parties around the city, we expanded our fan base like never before.

• Brand awareness increased by 39%.

• Brand engagement rose 51%.

• Sales climbed by an impressive 25% in just six months.

• USD250,000+ worth of free media coverage from MTV Arabia, MTV India and local art blogs and magazines such as Infusion, Quint, tabloid! and Read Weekly by Gulf News, Styledrifter, Societe Perrier and more.

• 50,000+ likes and shares on Facebook and 15,000+ tweets.