Product / ServiceTIGER BEER
CategoryA03. Best Use of Outdoor
Media Agency SPARK PHD Auckland, NEW ZEALAND
Entrant Company SPARK PHD Auckland, NEW ZEALAND
Media Agency 2 SPARK PHD Auckland, NEW ZEALAND


Name Company Position
Anna Lawrence Db Breweries Marketing Manager
Carla Rawson Db Breweries Brand Manager
Harriet Finnigan Sparkphd Planner/Buyer
Stacey Stephenson Sparkphd Media Director

Results and Effectiveness

Emerging artists received invaluable exposure in both the real world and the social sphere. • Tiger beer purchase consideration increased to 6% • 5,700 new Tiger fans on Facebook – a huge 350% growth, exceeding the target objective of 1,000 additional fans. • 39,181 page views over the competition period (An increase of 1,169% on previous the previous year) • 64 artists entered work • 1,815 votes for artworks were cast • And finally, all of the competition’s stealable canvases now have pride of place in people’s homes! Instead of being a pact with the devil, artists now viewed Tiger’s support as genuine and worthwhile.

Creative Execution

We started with a teaser campaign, blanketing the streets of Auckland with previews of the creative set behind the iconic ‘Tiger-claw’, driving people to Tiger’s portal to view all the works and vote for their favourite. Top ten go to town: The top 10 artists’ work was proudly exhibited near cool, creative neighbourhoods, swamping Auckland streets with guerilla street posters, and striking Tiger wall murals. Steal this art: The big twist nobody was expecting: artists’ works had been made to be stolen. Steal-able canvases were hung, like in galleries, throughout the city with paper coverings featuring the Tiger claw. People were enticed to rip them open and ‘steal’ artwork for themselves, spreading artists’ work near and far. Permanent pieces of Tiger-branded art were taking pride of place in key influencers homes. Tiger Translate 2012: We finished with a celebration where thousands of people met, mingled and congratulated winning artists.

Insights, Strategy and the Idea

Around the world Tiger Beer is synonymous with creativity and urban culture, but not in New Zealand. Kiwis can be a cynical bunch and they hadn’t succumbed to the Tiger charm. Our challenge: Show emerging NZ artists that Tiger is supporting them, and has a role to play in their creative worlds Up-and-coming artists embrace opportunities to showcase their work and increase their profile. Key to becoming a recognised and genuine supporter lay in providing artists with meaningful exposure in the real world. Our core insight was: Emerging new artists see the real world as their gallery Artists want to be Banksy on the streets of Bristol, influencing urban environments for all to experience. Therefore our strategy was to: make the streets their canvas The idea was a competition to help these artists showcase their work, building their profiles outside of stuffy, stark galleries, creating New Zealand’s biggest outdoor showcase!