Tiger Beer has long been associated with Asian food in the UK due to its provenance and distribution in Asian restaurants. In order to increase market share and to satisfy Heineken’s portfolio strategy we needed to change audience perception that ‘Tiger is only a restaurant beer’ to ‘Tiger is a credible beer I’d drink with mates on a weekend night out.’
Three insights informed our strategy: the Far East is dynamic, modern and fast paced; Tiger Beer has a unique depth of flavour; the tiger is a bold, independent and revered animal.
Discover The Hidden Depths was the advertising line and brand ethos providing social currency for its 20 something male audience, for whom impressing friends through knowledge and experience is so important. Using Asian-inspired, detailed illustration gave us a creative look and feel that was more rewarding the more you looked at it.
We helped consumers discover contemporary facets of the Far East and, closer to home, the stories behind their favourite record labels.
The through the line creative campaign lived on all touch-points from large format, outdoor advertising to outer pack design in the off-trade. We created a social media strategy that focused on revealing the vibrant and modern aspects of life in urban Asia and we ran a series of events that helped consumers discover the hidden depths of some of the UK’s favourite electronic music labels.
Digital display alone reached 2.8m users in relevant music and culture environments, whilst our strategically sited outdoor ATL reached over 18 million people. There were huge increases in Facebook fans and online engagement from around 25,000 fans to 85,000. As a result the key brand equity of ‘a brand I like to be seen drinking’ increased by over 10% increased year on year.
Our campaign led the way for a new global brand positioning, which built on the idea of using contemporary, dynamic Asia to appeal to both East and West.