The Brief

Background Current cement products in the market delivered rough application and poor absorption. Tiger Cement launched a new cement which enables the smoothest application with great absorption. It took less time for masons to finish their work. Challenge Make masons believe that the new cement enables them to finish their work faster than ever.

Describe how the promotion developed from concept to implementation

The CEMENT-LYMPIC. The sport event for masons to experience the product’s efficacy to the extreme. The competition included sports specifically designed to demonstrate the smoothest application and great absorption of the product.

Describe the success of the promotion with both client and consumer including some quantifiable results

More than 1,000 masons joined the games, and over 5,000 in attendance. Sport news coverage reached 12 million people. 20% sales growth (from 7.6 Billion Baht to 9.1 Billion Baht) Cement application games become new sports of Thais.

Explain why the method of promotion was most relevant to the product or service

The solution did not just drive masons to experience the product in a very unique way. The game itself has become the sports Thais enjoy to play.