| Brand | SIROCCO |
| Product/Service | TIGER BEER |
| Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
| Category | Posters, incl. Point of Sale |
| Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
| Design/Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Brief Explanation
Our target audience wants to stand out from the crowd so boring beer t-shirts weren’t going to work. We decided to give them something that they would actually wear.
The Brief
Tiger Beer wanted to raise awareness in bars and incentivise its target audience to try Tiger Beer in bars. They created a promotion to give away a Tiger branded t-shirt with every 4 Tiger Beers.
How the final design was conceived
We commissioned local urban artists, The Brown Monkeys to illustrate 4 unique t-shirts designs based on the attributes of Tiger Beer: Bold, Brave, Independent, and Powerful. When our target audience purchased a Tiger at the bars/pubs they were rewarded with a unique designer t-shirt.
Indication of how successful the outcome was in the market
The t-shirts created much talkability in participating bars. The Tiger Added Distinction campaign resulted in an uplift of 46% in volume sales for the promotional period.
Credits
| Robin Smith |
Memac Ogilvy And Mather |
Regional Creative Director |
| Ben Knight |
Memac Ogilvy And Mather |
Creative Director |
| Ali Mokdad |
Memac Ogilvy And Mather |
Senior Copywriter |
| Logan Allanson |
Memac Ogilvy And Mather |
Art Director |
| Mark Cruzem |
Memac Ogilvy And Mather |
Graphic Designer |
| Rocelo Lomboloto |
Memac Ogilvy And Mather |
Photographer |
| Michelle Bauer |
Memac Ogilvy And Mather |
Account Manager |
| Ziad Frangieh |
Memac Ogilvy And Mather |
Account Executive |
| Gregory Richmann |
Memac Ogilvy And Mather |
Production Manager |
| The Brown Monkeys |
The Brown Monkeys |
Illustrators |