2014 Winners & Shortlists

TIGER CO-LAB

Silver

Case Film

Presentation Board

BrandSIROCCO
Product/ServiceTIGER
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Social Media
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Campaign

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 with the top 10 artists, 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 branded content. We kept our fans engaged with pictures, posts and webisodes on the Tiger Co-Lab Facebook page and other social media channels. The ‘designer furniture’ and graffiti arts became permanent fixtures in Satwa. We also released the Sound of Satwa, an original music track inspired by the neighbourhood, and a street-style fashion collection. To showcase the Project Satwa documentary and creations we took our online community offline. We invited them to an exclusive social event and put Tiger into their hands. 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. But most importantly, Tiger Co-Lab successfully brought a community together and created a loyal fan base for Tiger Beer in the UAE. And this is just the beginning.

The Brief

In market: • To 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.

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.

Execution

Through social listening, we found local creators and curators with the highest social media following. Then, together with these artists, 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 Co-Lab, we captured and preserved its story. Our team trawled the streets for a month, developing artistic branded content. We kept our fans engaged with pictures, posts and webisodes on the Tiger Co-Lab Facebook page and other social media channels. The ‘designer furniture’ and graffiti arts became permanent fixtures in Satwa. We also released the Sound of Satwa, an original music track inspired by the neighbourhood, and a street-style fashion collection. To showcase the Project Satwa documentary and creations we took our online community offline. We invited them to an exclusive social event and put Tiger into their hands.

The Situation

The official beer of the alternative culture community, Tiger is Asia's top-selling beer. In the UAE, it wanted to stay true to its identity but they faced three big challenges. First, the alternative culture community is a cynical bunch. We couldn’t just start talking to them because we don’t have the credibility. Second, Tiger had less than USD100,000. So we needed a buzz-creating campaign that resulted in free media coverage. Third, restrictions on alcohol communications. The opportunity? Dubai’s alternative culture was underground and fragmented so we saw an opportunity to bring this community together and build a loyal customer base.

The Strategy

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. Our PR strategy was to build the first ever platform for alternative culture in the UAE in collaboration with the 10 curators and creators with the highest social media following, and create branded content that our target consumers liked, shared and craved.

Credits

Name Company Role
Robin Smith Memac Ogilvy Regional Creative Director
Ben Knight Memac Ogilvy Creative Director
Logan Allanson Memac Ogilvy Snr Art Director
William Mathovani Memac Ogilvy Copywriter
Kris Balerite Memac Ogilvy Senior Designer
Mark Cruzum Memac Ogilvy Designer
Christian Louzado Memac Ogilvy Designer
Nick Walsh Memac Ogilvy Business Unit Director
Ben Walker Memac Ogilvy Associate Account Director
Ashley Kent Memac Ogilvy Account Executive
Rocelo Lamboloto Memac Ogilvy Graphic Designer
Alex Saade Memac Ogilvy Account Manager
Dylan Kidson Memac Ogilvy Copywriter