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: • 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). • Total reach of 20%, mainly 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.

Describe how the promotion developed from concept to implementation

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 10 local creators and curators with the highest social media following. And together, we launched Tiger Co-Lab and collaborated on Project Satwa. Our team trawled the streets, developed content and engaged our fans with pictures and webisodes. Our consumers received a free lomo camera when they bought Tiger Beer, so they too could show Satwa from their point of view. Then, we invited them to an exclusive social event and put Tiger into their hands.

Describe the success of the promotion with both client and consumer including some quantifiable 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 India, liked and shared more than 50,000 times on Facebook and Twitter and covered in local blogs and magazines such as Infusion, Quint, tabloid! and Read Weekly by Gulf News, Societe Perrier and more. • Those looking for more art, inspiration, alternative parties sought out Tiger Co-Lab for answers. • Tiger Co-Lab successfully brought a community together and created an ever-growing loyal fan base for Tiger Beer in the UAE.

Explain why the method of promotion was most relevant to the product or service

Tiger didn’t have the street cred to talk to the alternative culture community, but the 10 brand ambassadors who were chosen did. 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. Better still, our brand ambassadors and lomo promotion inspired our consumers to capture and preserve the unique story of Satwa. But most importantly, their continuous engagement with Tiger throughout the promotional campaign has turned them into loyal drinkers and advocates.