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 friend. We needed to bring back this beer moment....but how?

Describe how the promotion developed from concept to implementation

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 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 th outlets were then challenged to a game of thumb wrestling by our TTWF team in order to get them interacting with their friends once more.

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

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

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

When our sacred and centuries old tradition of beer moments have been destroyed by the mobile phones, we must not surrender our beer moments. Tiger Beer is taking the first step on the road to redemption. Introducing Tiger Thumb Wrestling to bring beer moment back. Your thumb can wrestle instead of text, and you can celebrate your victory or commiserate with Tiger.