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 overlooked the moment where they're supposed to be spending with their friends. We need to bring back this beer moment...but how?

Creative Execution

Remember the time when drinking beer with mates with fun? Now all guys do is drink, text, 'update status' and burp. Happy hour became Smart Phone hours. The 'Beer Moments' have been destroyed by the mobile phones, we will not surrender our beer moments. So Tiger Beer is taking the first step on the road to redemption. Introducing 'The Bloody Ring' from Tiger Thumb Wrestling box. Your thumb can werstle instead of text, and you can celebrate your victory or commiserate with Tiger.

Describe the creative solution to the brief/objective.

Since the problem comes from thumb, we decided to solve the problem at their thumb. We established the Tiger Thumb Wrestling Federation (TTWF) to combat smart phones. A dedicated team of profession referees went around to over 200 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 by our TTWF team in order to get them interacting with their friend once more.

Results

- Sales increased substantially during the event period. - Over 7,500 contestants and 70,000 spectators without having to spend a single dollor on ALT communications. - Over 200 pubs and restaurants participated and over 80% requesting a second season fo rthe activity - But our most important result was that we overthrew smart phones and brought back the beer moment once more