2015 Winners & Shortlists

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.