The Brief

Background: Thai youths. They prefer the living in the online world to the real world. They get all their daily does of fun online, from playing games to watching concerts. Objective: How do we get them to break out of their online world and attend "The 4th Tiger Translate Music and Art Festival"

Describe how the promotion developed from concept to implementation

Solution A life sized analog YouTube page playing a live concert. A statement to all that concerts is a lot more fun to experience Live than online.

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

Result : Over 6,000 youth logged out of from their online world for a day to come enjoy Tiger Translate.

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

For the 4th year of Tiger Translate, Tiger's very own music and art festival, we had to capture and attract a whole new target group, the mass young independent beer drinker. These people spends most of their time online and found the world of art in general to be unapproachable and too sophisticated. In order to attract them to Tiger Translate, we decided put a new spin into art and turn into something they could appreciate, enjoy and relates to their favorite daily activity - art that made fun of the online digital world in order to pull them out of it.