| Title | 50 MUST-DO-THINGS-IN-ASIA |
| Brand | THAI ASIA PACIFIC BREWERY |
| Product / Service | TIGER BEER |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | JWT BANGKOK, THAILAND |
| Entrant Company: | JWT BANGKOK, THAILAND |
| DM/Advertising Agency: | JWT BANGKOK, THAILAND |
| Name | Company | Position |
|---|---|---|
| Satit Jantawiwat | JWT Bangkok | Executive Creative Director |
| Torsak Chuenprapar | JWT Bangkok | Assoc. Creative Director |
| Jate Pattanachinda | JWT Bangkok | Copywriter |
| Teerawut Palanchun | JWT Bangkok | Senior Graphic Designer |
| Kasidist Sokantat | JWT Bangkok | Senior Graphic Designer |
| Ananya Suraphanmethekorn | JWT Bangkok | Graphic Designer |
| Laurie Osborne | JWT Bangkok | Copywriter |
| Nonglak Rattanapong | JWT Bangkok | Agency Producer |
| Drakon Sirakovit | JWT Bangkok | Planner |
| Rafiq Ridzwan | JWT Bangkok | Planner |
| Visionary | Bangkok | Visual Studio |
In Thailand, Tiger Beer targeted at foreign tourists. But in 2010, the kingdom was brought to a standstill by the opposing protest groups. Laws were changed so that alcoholic beverage could not appear in the media in any form. As the Land of Smiles fell into dark times, our task is to create a campaign to encourage visitors to come spending time in Thailand and more importantly, to choose Tiger as the beer that will accompany them on their journey.
Tiger is an Asian beer established in 1932, the brand intended to become and represent the real taste of Asia. To uncover a series of exotic adventures that only normally attempted by locals or insiders is not only answer the heritage of Tiger but also fulfill the need of beer drinker travelers that look for the bizarre and the downright weird rather than inauthentic cultural experiences.
We created a tasty content, the fifty local experiences that tourists had been waiting for, but had been previously unable to uncover. To reach all of Tiger's Target groups both backpackers and the more affluent 'flashpackers' content was delivered in a free booklet avaialble from tourist attractions, and via iOS applications. When each tourist accomplished a set mission they created an online account in a bid to become 'The Master of Asia'. Just by uploading their action photos with Tiger for special awards. Tourists could also visit a numbers of Tiger booths to take part in customized outlet activities.
- All 20,000 books run out in less than one month. - 25,845 Photos was submitted to the website up to date. - More than 25,000 tourists participated in Tiger roaming booth. - Average spending time for tourist in Thailand in 1st quarter increased from last year by 19% - Tiger sales in 5 main tourist cities increased by 42% And despite the recent problems, Thailand's most celebrated quality 'fun' is found to still be in abundance. Leading the way for travelers, Tiger became their beer of choice accompanying them troughout their journeys.