In recent years, we identified Street Food as a key Malaysian passion point and brand platform, highly ownable as an Asian beer brand.

Armed with a budget of RM2 million, we wanted to develop a cut-through campaign from 14 Sept to 15 December 2020 that not only reinforces Tiger’s association with Street Food but also increase brand equity, affinity & sales.

For Brand Equity, to grow our scores vs competition by 1% and to improve the following Brand Health Attributes by 3 points (vs Q3 of 2020): “Beer that goes well with Food”, “Brands for People Like Me”, “More Distinctive Brand Image”.

For Brand Affinity, to improve our digital engagement rates and drive at least 100,000 unique visits to our website.

For Sales, to grow our “Off-Trade” sales volume by 5% and to grow our sales through our e-commerce platform, Drinkies by 20%.

As consumers are confined within their own homes and cannot go out, we decided to take the Tiger Street Food Festival to new heights by recreating the food festival experience in the digital world.

Users can log on to our virtual Tiger Street Food Festival site and experience the fun, vibrant festival experience from the safety of their homes. From interacting with their friends and family by competing for a high score with our mini-games, or being entertained by a few of our acts like Namewee, and of course, ordering their beloved street food with Tiger Beer and having it sent to their doorsteps within this fully-immersive 3D online street food festival.

With the option of organizing a large-scale Street Food Festival off the table because of the pandemic, we had to tap into drinker insights in the hopes of developing a fresh approach to street food. We found that people were increasingly reliant on food delivery apps and e-commerce platforms to satisfy their cravings.

We wanted people to Uncover the Extraordinary of Street Food, from the comfort and safety of their homes. Thus, the Tiger Street Food Virtual Festival was born. We didn’t want to be yet another ordinary and monotonous “food-ordering” experience, so through innovation by design, we recreated the buzz, excitement and togetherness of a festival, replicating a familiar experience into a digital world.

We provided Malaysians with a wide selection of scrumptious street food that pairs perfectly with Tiger beer, delivered to anyone with the simple tap of a button.

In the true Tiger spirit of uncaging unexpected possibilities, we created the Tiger Street Food Virtual Festival – the world’s first, fully-immersive 3D online street food festival experience. Much more than just another food delivery platform, users could customize their avatar, stroll down 3D streets, interact with others and browse from 88 vendor stalls before ordering street food and Tiger beer directly to their doorsteps.

Replicating the full ‘festival’ experience and driving engagement, were games and activities hosted by Celebrity KOLs, and even a virtual performance from popular music artist Namewee which saw 25,000 visitors turn up on launch night. Intricate details such as ambient street sound added to the immersion, while distinct streets based on different Malaysian regions made it relevant to consumers nationwide.

Over 280,000 unique visits to our website against a target of 100,000. Over 25,000 sign-ups, 37,000 users played games with an average gameplay time of 4 minutes and over 25,000 spectators at Namewee virtual performance, over 25% of which returned to the Virtual Festival repeatedly.

There is a tremendous boost to our Brand Health Attribute Scores:

+5 points for “Brands for People like Me”

+4 points for “Beer that goes well with Food”

+3 points for “More Distinctive Brand Image”

The campaign has also garnered a lot of talkability with over 100 PR coverage generated, achieving 97% Measurement of the quality of articles.

We grew our sales through Drinkies by 41% (target +20%) vs the past 3 months with a 43% month-on-month growth for November 2020 and generated over RM275,000 in revenue throughout the 12-day campaign, not to mention the incremental sales made by the street food vendor themselves.