Title | FIVE TIGER HEROES - GUAN YU, ZHANG FEI, ZHAO YUN, HUANG ZHONG, MA CHAO |
Brand | HEINEKEN-APB |
Product / Service | TIGER BEER |
Category | B02. Drinks |
Entrant | LEO BURNETT GUANGZHOU, CHINA |
Entrant Company: | LEO BURNETT GUANGZHOU, CHINA |
Design/Advertising Agency: | LEO BURNETT GUANGZHOU, CHINA |
Name | Company | Position |
---|---|---|
Chong Kin | Leo Burnett | ECD |
Darren Zhang | Leo Burnett | CD |
Jennifer Wang | Leo Burnett | ACD |
Well Tan | Leo Burnett | ACD |
Luo Rong | Leo Burnett | AD |
Chanson Li | Leo Burnett | Designer |
Jon Leung | Leo Burnett | Director of Client Service |
Andy Kong | Leo Burnett | Brand Manager |
Ken Mak | Photographer |
In the year of Tiger, how to ride on Chinese cultural trend and hook the youth with an innovative image of Tiger beer?
Tiger Beer is not so popular among young people in China. How to increase the brand awareness among the youth?
Tiger launched the "Sound of Tiger"- a crossover music show of Chinese Opera and Modern music. Riding on the same theme, limited bottles were released, which were inspired by the Five Heroes of Three Kingdom(a famous Beijing Opera), who know as the 5 tiger generals. Unlike the traditional images, Tiger Beer redesigns their image with modern musical instruments, instead of weapons.
Within 2 weeks, Tiger Beer limited edition were all sold out in all top 1 cities. Moreover, research reflects that Tiger Beer became "my favourite brand" among the youth with a 30% increasement of total brand awareness. The sales gained the record high with 15% growth.