Brand | SIROCCO |
Product/Service | TIGER BEER |
Entrant | GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES |
Category | Use or integration of music |
Entrant Company
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Contributing Company
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
Contributing Company 2
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
The Campaign
CHALLENGE
In the Middle East alcohol advertising is highly restricted.
We couldn’t advertise on above-the-line channels.
Results
CHALLENGE
In the Middle East alcohol advertising is highly restricted. We couldn’t advertise on above-the-line channels. Not just that, Dubai is a city with the world’s tallest buildings, million dollar cars and mainstream culture. Tiger Beer isn’t about that, and it doesn’t want to be. So how could a beer brand like ours grow in a place like this?
STRATEGY
We took it underground and used music to talk too and unite like-minded people, and turned them into loyal Tiger fans.
IDEA AND EXECUTION
We teamed up with an up-and-coming music producer and created an original music track that united like-minded people, and turned them into loyal Tiger drinkers. We collected raw sounds from the streets and neighbourhoods in Dubai to create a track titled ‘THE SOUNDS OF DUBAI’ that brought to life a different side of Dubai.
We didn’t create and pay for radio spots. Instead, the catchy track captured the imaginations of both fans and the media alike, played across nightclubs and radio stations across the city — it was even featured on MTV Arabia and MTV India. We then gave Tiger drinkers a copy of the track with every beer and made it the Tiger Beer anthem.
We teamed up with an up-and-coming music producer and created an original music track. We collected raw sounds from the streets and neighbourhoods in Dubai to ‘THE SOUNDS OF DUBAI’ that brought to life a different side of Dubai.
We didn’t create and pay for radio spots. Instead, the catchy track captured the imaginations of both fans and the media alike — featured on MTV Arabia and MTV India, played across nightclubs and radio stations across the city. We then gave Tiger drinkers a copy of the track and made it the Tiger Beer anthem.
RESULTS
Brand awareness increased by 39%.
Brand engagement rose 51%.
Sales climbed by an impressive 25% in just six months.
USD80,000+ worth of free media coverage from Arabian Radio Network, MTV Arabia, MTV India and local art blogs and magazines such as Infusion, Quint, tabloid! and Gulf News, Styledrifter, Societe Perrier and more.
50,000+ likes and shares on Facebook and 15,000+ tweets.
Credits
Ben Knight |
Geometry Global |
Excecutive Creative Director |
Logan Allanson |
Geometry Global |
Associate Creative Director |
Logan Allanson |
Geometry Global |
Art Director |
William Mathovani |
Geometry Global |
Copywriter |
Dylan Kidson |
Geometry Global |
Associate Creative Director |
Nick Walsh |
Geometry Global |
General Manager |
Ben Walker |
Geometry Global |
Account Director |
Ashley Kent |
Geometry Global |
Account Executive |
Alex Saade |
Geometry Global |
Account Manager |
Kris Balerite |
Geometry Global |
Senior Designer |
Mark Cruzem |
Geometry Global |
Designer |
Christian Louzado |
Geometry Global |
Designer |
Lucky Schild |
|
Music Artist |
Fathima Mohiuddin |
|
Curator |
Robin Smith |
Geometry Global |
Regional Creative Director |