2014 Winners & Shortlists

The Brief

Challenge To increase brand awareness, grow sales and build brand loyalty, whilst keeping Tiger’s true identity — the official beer of the alternative culture community. Objectives In market: • Increase awareness of Tiger to over 35% of target consumers. • Grow by 10% in volume, double the market leader. Social metrics: • Reach an engagement rate of 1.6% month on month (0.97% is the average for Facebook). •Total reach of 20% by focussing on creators and conversation starters. Strategy Dubai’s alternative culture was underground and fragmented so we saw an opportunity to bring this community together and build a loyal customer base at the same time.

Creative Execution

Tiger didn’t have the street cred to talk to the alternative culture community, but the 10 brand ambassadors who were chosen did. These Tiger Co-Lab brand ambassadors were the cream of the crop. This group of photographers, illustrators, graffiti artists and musicians already had a massive online fan base who eagerly watched and listened to these influencers, waiting for their next tweet, blog update and Facebook post.

Describe the creative solution to the brief/objective.

Tiger Co-Lab. The first ever platform for alternative culture in the UAE. An ever-growing community of loyal Tiger drinkers. Through social listening, we found local creators and curators with the highest social media following. Then, together, we launched Tiger Co-Lab. Our first collaboration? Project Satwa. An old neighbourhood overshadowed by the new Dubai, Satwa is a melting pot of cultures and with Tiger Co-Lab, we captured and preserved its story. Our team trawled the streets for a month, developing artistic content, and we kept our fans engaged with pictures, posts and webisodes on the Tiger Co-Lab Facebook page and other social media channels.

Results

• Brand awareness increased by 39%. • Brand engagement rose 51%. • Sales climbed by an impressive 25%. • Tiger Co-Lab and Project Satwa were featured in MTV Arabia and MTV India, liked and shared more than 50,000 times on Facebook, tweeted by more than 15,000 followers and covered in local art blogs and magazines such as Infusion, Quint, tabloid! and Read Weekly by Gulf News, Styledrifter, Societe Perrier and more. • Art showcases became a monthly norm and those looking for more art, inspiration and alternative parties sought out Tiger CO-LAB for answers. • But most importantly, Tiger Co-Lab successfully brought a community together and created an ever-growing loyal fan base for Tiger Beer in the UAE.