The Brief

To increase sales volume by 50% and better engage with young adult drinkers during Dec 2011–Jan 2012 For Tiger Beer, the festive season is a vital opportunity to increase volume. However, increasing volume by 50% is a big challenge for two reasons. First, Vietnamese customers cut back disposable spending due to economic downturn and 21% inflation. Second, our challenge was compounded as prime media space were blocked by high spenders like Coke, Unilever, P&G. Our campaign targets are: • Sell83,251 hectoliter beer • Increase relevant Brand Health Indexes by 10% • Achieve 300,000 clicks on digital platforms (facebook, official website)

Describe how the promotion developed from concept to implementation

We interpreted the concept “Tiger Blue Xmas – An unconventional Xmas experience”, to implementation idea “Putting a fresh spin on traditional Xmas elements”.Red Santa clause was replaced by Santarina. Traditional carols were replaced by Xmas songs played in Rock genre. Xmas greeting cards are replaced by light painting e-cards. The campaign kicked-off with activation booths for young adults to create their own “light painting” e-cards. Channel activations were done at outlets giving drinkers a chance to win VIP tickets for the Grand Final Event on 24 Dec – a spectacular show set on water highlighting Xmas Rock songs and Santarina angels.

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

1. The Dec 2011 sales volume achieved 208% of target volume (173,778 hl vs. 83,251 hl) 2. Brand health indexes achieved: “Modern, contemporary brand”: 75 (Dec 2011), 09% increase over the target of 69 “Stylish, sophisticated brand”: 57( Dec 2011), 14% increase over the target of 50 “Brand I would like to be seen with”: 68 (Dec 2011), 13% increase over the target of 60 3. Achieved 400,000 visitors on official website, facebook, 33% increase over the target of 300,000 4. Attracted over 150,000 people to our final event and achieved over US$ 100,000 of PR value from media coverage.

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

After doing research with young adult drinker, a clear insight emerged:“Young adults are always in search of cool new experiences and excitement”. For them, Tet and conventional Xmas are far from cool as these occasions are full of enforced family time and painful tradition. Therefore we decided to move away from Tet and conventional mass media communicationand conduct the Tiger Blue Xmas activation, giving drinkers a very unconventional Xmas experience.