We were tasked with driving brand preference for Tiger Beer amongst ‘tribal drinkers’ to, ultimately, make it the most desirable world beer for an opinion forming 20-25 year old male audience.
Peer group credibility is gained by discovering and making choices beyond the obvious. We wanted to create a campaign with discovery at its heart that would reward those who looked beyond the obvious.
We created a fully integrated campaign called Know The Not Known with the endline ‘Curiosity is Rewarded’. The campaign was executed through online content, outdoor advertising, print, events and social media. Outdoor advertising was heavily focused on key nightlife areas in London including Shoreditch, where many of our events also took place.
This was the start of a bold new direction for Tiger: it began the shift in brand perception from sporadic restaurant beer to drink of choice for its target audience.