Results and Effectiveness

26,308 referrals were recorded. 1,587,049 unique views of the TVCs were recorded across the 2 media networks. 924,050 uniques viewed more than 22.5 secs of the TVCs. The campaign objective of reaching out to 122,000 unique users was achieved by almost 9 folds.

Creative Execution

The TVCs were seeded in news, entertainment and food online portals, across the Asiaone and Admax networks. The usage of AV in a banner was a first of its kind on the Asiaone network. This commercial shows a few drops of Tiger Beer growing into iconic global landmarks, which rise and amalgamate to form the Tiger Beer bottle. Our London advertisement shows the Big Ben, Tower Bridge and Westminister Cathedral shaped as the Tiger bottle, whilst our New York visual consists of the Statue of Liberty, Empire State Building and Brooklyn Bridge. The TVC frames online were skinned with the Tiger Bottle to create familiarity with our key icons, with a call-to-action link. These led to a contest microsite, which was created by the AsiaOne.com team.

Insights, Strategy and the Idea

Tiger Beer produced 2 TVCs to communicate its world domination through its award-winning taste which has garnered over 40 international brewery medals. Our challenge was to showcase this global desirability to adults who are becoming more elusive and fragmented, without a terrestrial TV budget. We were required to deliver at least 50% 1+ reach ie. to reach at least 50% of the total target audience population of 245,000. To entice people to watch the TVCs and understand the messages, we ran a contest offering a chance to win a trip for four to London. Consumers simply have to visit the microsite, watch the Tiger commercials and get their friends to watch the commercials. The more friends they got to watch the commercials, the higher their chances of winning the London holiday.