Brief Explanation

Our precious beer moments are taken away too long by the small screen of mobile. As our sacred and centuries old tradition of beer moments have been destroyed by the mobile phone, we will not and must not surrender our beer moments. Since the problem comes form thumb, we decided to solve the problem at their thumb. We established the 'Tiger Blood Ring' to combat smart phone.

The Brief

The Brief : These days, the beer drinking moment was being eaten away by smart phones. People are too busy in their mobile world and have overloked the moment where they are supposed to be spending with their friends. We need to bring back this beer moment....but how?

How the final design was conceived

Tiger Beer is taking the first step on the road redemption, introducing 'The Bloody Ring' from Tiger Thumb Wrestling Box. A dedicated team of professional referees went around to leading pubs and restaurants with a wrestling ring and various finger masks. Anyone seen playing around with their phones in the outlets were then challenged to a game of thumb wrestling. Choose 1 from 10 monumental superstars in thumb wrestling history and get ready to rumble. To regain your manhood, insert your texting thumb into the wrestling arena provided, a pinfall counting 1-3, no ear biting, no finger biting, and totally forget your mobile phone….This is the war for our Beer Moment.

Indication of how successful the outcome was in the market

- Sales increased substantially during the event period. - Over 7,500 contestants and 70,00 spectators without having to spend a single dollar on ATL communication. - Over 200 outlets participated and over 80% requesting a second season for the activity. - But the most important result was that we overthrew smart phones and brought back the beer moment once more.