2011 Winners & Shortlists

The Brief

Tiger Beer wanted to raise awareness in bars across Dubai and incentivise its target audience to try Tiger Beer. They created a promotion to give away a Tiger branded t-shirt with every 4 Tiger Beers.

Creative Execution

Tiger Translate is Tiger Beer’s cross-cultural creative platform, highlighting the collaboration of Asia’s brightest creatives with Western visionaries through a series of events across the world. The brand was known to support the art community through these events so it was only natural to utilise distinct Asian-inspired illustrations on our t-shirts. The designs brought Tiger’s brand attributes to life and gave our target audience something unique and original to wear. In the opulent nightlife of Dubai, you are always being judged by how you dress and our t-shirts were the talk of the town.

Describe the creative solution to the brief/objective.

We knew a boring beer shirt wasn’t going to cut it so we decided to give them something that our beer drinkers would actually wear. We commissioned local urban artists, The Brown Monkeys to illustrate 4 unique t-shirts based on the attributes of Tiger Beer: Bold, Brave, Independent, and Powerful. When our target audience purchased Tiger at the bars they were rewarded with a unique designer t-shirt.

Results

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.