PROPOSAL 2
THE PROBLEM
Not top-of-mind
Not a go-to drink for locals & millennials
Perceived to be associated with the older generation
THE APPROACH
To have a fully digital execution approach, while engaging the audience despite the COVID-19 situation.
To focus on elevating the brand stategy, based on the 6 human attributes:
Physicality, Intellectuality, Sociability, Emotionality, Personability, Morality
1. Physicality- Look & Feel (Logo / Image / Branding / Perception)
2. Brand intellectuality- Smart marketing concepts / Smart innovation
3. Sociability- Engaging / strong communications
4. Emotionality- Evoke emotions to drive favorable actions
5. Personality- Self awareness, ownership
6. Morality- Ethics / strong integrity
IDEA 1: Reimagine Tiger
People’s perception of tiger = cheap.
In recent years, tiger has been innovating to come up with unique variants to cater to the market, but people are not familiar with them. (E.g when fanta is mentioned, people will immediately think; fanta orange, fanta grape.)
Most people only know about the original lager
CHALLENGE
Tiger’s past marketing efforts have very much been
targeting towards the look/feel of a drink.
Campaigns are mostly visual related;
for example Tiger black, white and crystal
INSIGHTS
Campaigns as such only tell us about the personality of a drink; it’s bold, it’s smooth, but doesn’t tell us about the flavor profile and taste of the beer. This could be why consumers don’t relate to/ recall the other variants of tiger beer well.
Craft beers are expensive and perceived as ‘high quality’ as a lot of effort and creativity goes into choosing the freshest ingredients to brew flavorful beers of various style. The ingredients are always listed together with the brew, and people are willing to pay a higher price for it.
Solution:
This could be an opportunity to improve consumer’s view regarding tiger’s quality and taste equity through their innovative beer variants and ingredients, which Tiger already have been doing
WHAT DOES THIS MEAN
Get people to reimagine Tiger beer and their whole range of drinks
Re position Tiger’s brand perception as luxurious yet affordable
Get people to associate Tiger with their whole line and not just
the original beer
Encourage people to explore the different flavours; there’s bound to be something for everyone
Create thirst and desire for people to drink tiger beer
OBJECTIVE
TIGER ASMR INGREDIENT SERIES
A campaign to introduce the quality ingredients and variants of beer through close up, mouth watering shots accompanied by sound and music. People would think that it’s an ad for food/restaurant and never expect it to be beer.
THE APPROACH
Emotionality:
Mouth Watering ASMR shots to invoke desire within consumer to drink Tiger Beer
Physicality
To change public perception of Tiger
Make Tiger feel luxurious/fresh and expensive through ingredient shots
Socialbility:
Engage with consumers through FB Contests to guess ingredients
Increase sociability by listening to Singaporeans on suggestions for the next seasonal brew flavour
HOW WILL THIS CAMPAIGN WORK?
EXECUTION
30 SECONDS DIGITAL VIDEO*
Close up, mouth watering shots of fresh, quality ingredients accompanied by sound and music to target consumers’ senses
AWARENESS PHASE
*youtube , website/digital platforms
30 SECONDS DIGITAL VIDEO
30 SECONDS TVC REFERENCE
Simple cinemagraph of Tiger can and ingredients flying out
FB/IG FEED & IG STORY
Contest Mechanics:
Every week, we post cut downs of ingredients used in a specific tiger flavour and get people to guess what variant it is
People to comment their answers on under the facebook post and stand a chance to win something special from tiger
Allows us to get advocacy for tiger for at least a month if we go through all the flavours
CONSIDERATION PHASE: FB CONTEST
Frame 1:
Ingredients dropping down
CONSIDERATION PHASE: IG STORY
Frame 2:
Tiger Can appears, prompt to pull tab up/ swipe up action
Frame 3:
Swiping up to lead to online sales platform
Frame 4:
Online sales platform
Idea:
To have people 'drag' their own ingredients in to a tiger beer can to create customized flavours. Once submitted, the can will be simulated to 'go into production' so people
will feel like they have played a part in the beer production process.
CONSIDERATION PHASE:
INTERACTIVE MICROSITE
INTERACTIVE MICROSITE
Consideration for a new video of ingredients to be released every time a new tiger brew/seasonal brew gets introduced.
We’ll film a separate video just for Tiger Seasonal Orchid to be released during National Day period to drive conversations and national pride.
Poll for Singaporeans to vote for the next seasonal brew they want
SUSTENANCE: FB/IG FEED
IDEA 2: Building a Community
Tiger is not perceived to be aspirational, but mainstream.
People do not feel a sense of affliation with Tiger.
CHALLENGE
Tiger does not have a young image, that millennials are able to relate to.
People do not feel emotionally connected to Tiger.
People often only share the good aspects of their lives on social media. By being open about your struggles online, it provides a platform for people to be heard, and this may help others feel less lonely.
INSIGHTS
Change brand perception of Tiger, build an emotional connection with people.
Strengthen Tiger’s brand image, as a brand that supports and empowers people.
Create a sense of community for people.
OBJECTIVE
Tiger's brand commitment is to champion raw talents who approach their craft in an unconventional way; to support creatives who dare to pursue their passion.
A campaign to build a community for talents in all creative fields to connect and support one another.
To humanise Tiger, by being open about our struggles.
Creative individuals are encouraged to be open, and share their struggles faced while pursuing their passion, on a hashtag, #BreakingBarriers
THE APPROACH
EXECUTION
SHARE YOUR STORIES THROUGH A HASHTAG #BreakingBarriers
Invite Influencers (creatives) to share their stories of their own struggles on the hashtag #BreakingBarriers, to give the hashtag greater visibility. Hence, encouraging others to share their stories as well.
FB/IG Posts on Tiger’s own story; their history on how they started out, and their struggles.
AWARENESS: FB/IG FEED
AWARENESS: FB/IG FEED
REFERENCES
Mockup of Tiger's IG Feed, where they may share their history
Mockup- Sharing stories on a hashtag
A tiger breaks through a wall, approaching the screen.
As the tiger emerges through, it lets out a roar.
AWARENESS: IG STORY
Sketch: Tiger breaks through and emerges from a wall
REFERENCE: Breaking through a wall
An interactive IG Story Filter where users may crack the walls with every ‘Tiger’ that they manage to catch. Users may use head movement to catch the ‘tigers’ with a base, which will then bounce the tigers off, towards the wall. Every tiger that hits the wall, cracks it a little each time. The more tigers caught, the more the walls will get cracked.
AWARENESS: IG STORY FILTER
REFERENCE- IG Story filter game mechanics
MOCKUP- of how the IG Story filter game may look
Invite the Tiger RAW talents to share their own stories on social media, and how they overcame their struggles, or tips and habits they practise to stay motivated.
Have reposts of user generated content found on #BreakingBarriers, onto Tiger’s own page,
as a source of inspiration/encouragement for others.
Users who have shared their stories on the hashtag may get a small incentive from Tiger.
ACTION: IG FEED
ACTION: IG FEED
REFERENCES
MOCKUP- Tiger Beer reposting user-generated content, as a source of inspiration for others.
Left: An example of how brands are reposting user-generated content found on their brand hashtags, for more engagement with consumers.
Right: #MeToo is a movement where women all over the world, came forward to talk about their experiences with sexual harassment and violence, on social media.
Create IG Story templates for users to screenshot and customise it further on their own Instagram stories.
Get creative; show or describe your craft through drawings, emoji, and gifs. Share your passion about craft with others.
SUSTENANCE: IG STORY
Coloring template where people can customise with colors, emojis and gifs, to share on their IG story.
A template where users can customise/personalise
MOCKUP of Instagram Story Template
IG Story Templates can be found on the highlights on Tiger's instagram page.
People can then screenshot these templates, and proceed to upload on their Instagram stories.
People can then customise further with drawings, emojis, and gifs.
SUSTENANCE: IG STORY
HOW IT WORKS
MOCKUP- Instagram Story Template
MOCKUP- Templates can be found on Tiger's Instagram highlights.
A microsite community to encourage people to connect and interact with one another. There could be categories catered to different creative fields eg. Art, Design, Tech, Food, Music, Fashion.
Tiger RAW talents, influencers, and accomplished creatives could be invited to be ambassadors/mentors on this platform, where they can interact with other users. These appointed mentors could reply to users’ questions; sharing tips, advice and their experiences, in their craft.
Users could seek tips and advice from other users who are in the same field, and perhaps even collaborate with other creative talents.
SUSTENANCE: MICROSITE
REFERENCES
SUSTENANCE: MICROSITE
A microsite (forum), where users are able to discuss different topics, in different areas of interest.
Reference: Chat messenger on a forum, where members are would be able to discuss in private.
Microsite community mockup
REFERENCES
SUSTENANCE: MICROSITE
Microsite community mockup
A microsite community where creative individuals may connect with others in their creative fields. Individuals may seek advice or guidance from veterans, in pursuing their passion.
Individuals may also share, or seek opportunities; eg. jobs, event participation, collaboration with other individuals.
There would also be articles of success stories of other accomplished individuals, as a form of inspiration to others.
SUSTENANCE: AWARENESS FOR MICROSITE
Influencers and Tiger RAW talents could have an IG post to promote the microsite, encouraging other creatives to engage in a Q&A or discussion with them in the community.
IG Post/Story:
These appointed mentors could invite other creatives to join the community, to engage with other creatives, as well as, to participate in a Q&A with them on the platform.
IG Story:
They could have IG stories to give a brief walkthrough on how the site works, and how they could participate in the community.
(eg. discuss your works, have collaborations, share tips or advice)
SUSTENANCE: AWARENESS FOR MICROSITE
A brief showcase/ walkthrough of what an app offers
REFERENCE
Sociability:
Encourage people to interact and connect with one another (Microsite)
Encourage people to share their designs/art of their customised IG Story Template
Emotionality:
Allow consumers to feel relatable and emotionally connected to Tiger
Evoke a sense of belonging in people, with the brand
Personability:
Pride themselves in being a brand that supports and empowers people
Morality:
Encourage people to pursue their passion, and to overcome their struggles.
HOW WILL THIS CAMPAIGN WORK?
IDEA 3: Tiger Pride
1. Not well known as Singapore brand
2. Not top of mind
3. Not a fun/young brand
4. Lack of online social interactions
CHALLENGE
Not many people know that Tiger was originated in Singapore because it wasn't always largely made known and the fact isn't always reiterated. Thus, preventing Tiger to be a local brand that is top of mind among Singaporeans.
The brand image of Tiger is usually associated with older people because it's commonly ordered and drank at coffeeshops by the older crowd.
Due to the lack of interaction from the brand as well as the perceived image, it's not the first choice of beer among the younger crowd.
INSIGHT
To raise awareness of Tiger being a Singapore brand
To embrace something truly Singaporean by using Singlish
as a hook factor
To position Tiger as a friendly and fun beer brand
To strengthen Tiger's brand position as the top of mind local beer brand
To make Tiger a brand that Singaporeans associated to
OBJECTIVE
What makes Tiger so special?
Tiger is the brand that captures the essence of Singapore's local brew
Tiger celebrates ‘Singapore Pride’ by launching a series of Singlish Games to tighten the relationship between them and their consumers
Why Singlish?
The language that belongs to Singapore
It is only in Singapore, where you can mix different languages and dialects
together to make Singlish the language of Singapore
The language to connect Singaporeans, to feel 'home'
Empowering Singaporean's Pride with 'We've always got your back!'
Like how Tiger does.
THE BIG IDEA
SINGLISH MICROSITE GAMES
A campaign to make Singlish the key to connect Singaporeans and
to educate foreigners about the uniqueness of Singapore's language
Unlike the usual campaign ad, the main idea is using games to drive awareness, to achieve the friendliness and fun in Tiger’s brand image.
Tiger is going to target the millennials using the trend of Instagram Story Filter/template with some interactive AR games to promote Singlish and Tiger as a local brand.
The main campaign game will be on a microsite, featuring different levels of Singlish Guessing Game. Users who completed all levels will be able to claim a 'Tiger Swag Pack'.
THE APPROACH
Brand intellectuality:
Engage millennials with the innovative marketing of using fun interactive games unlike any usual ad (Challenge 3 & 4)
Games being relevant and relatable to Singaporean and strengthen Tiger’s brand position as the top of mind local beer brand (Challenge 1, 2 & 3)
Sociability:
Capture the excitement to engage interactions among peers (Challenge 3 & 4)
Increase social circle by game invitations (Challenge 4)
Emotionality:
Allow consumers to feel relatable and proud towards Tiger being a Singapore brand (Challenge 1)
Evoke laughter with relevant Singlish games (Challenge 1 & 3)
Personability:
Pride themselves in being a Singapore brand (Challenge 1)
Morality:
Celebrate the spirit of patriotism and by speaking Singlish (Challenge 1)
HOW WILL THIS CAMPAIGN WORK?
EXECUTION
An IGS template of 'How Singaporean are you?' featuring
the checklist of the typical Singaporean's behavior.
AWARENESS: IG STORY TEMPLATE
IGS template has been a trend on social media where people get to do a small introduction or 'get to know me' online with spending minor effort by simply just having to screenshot the template. This helps to gain brand exposure of Tiger's IG account as users have to visit Tiger's profile to screenshot the template
An IGS template of '@Tag Someone' featuring the typical traits/terms
of a Singaporean to raise brand exposure by tagging up to 10 accounts
AWARENESS: IG STORY TEMPLATE
An IGS template of 'Makan in Singapore' featuring the unique food/drink
only in Singapore, to promote Tiger beer as one of the local drink
AWARENESS: IG STORY TEMPLATE
An IGS Filter AR Game to have an English sentence to let player speak with his/her version of Singlish sentence in 15 seconds and tap the board to reveal the default answer.
Influencers/KOLs will be invited to kick off the challenge to start the trend online
AWARENESS: IG STORY FILTER
An IGS Filter AR Game to have the definition of the Singlish term below and having the words/alphabets falling down to let player tilt his/her head to receive the correct term.
AWARENESS: IG STORY FILTER
Option 1:
Alphabets of 'Bojio' falling down
Option 2:
Words of 'Bojio' and other terms falling down
An IGS Filter AR Game to have the definition of Singlish term and letting the player to guess whether it is true or false by tilting his/her head left or right.
Player could play single or pair up to challenge with score.
AWARENESS: IG STORY FILTER
TIGER DON'T PLAY PLAY
A microsite link to be featured on Tiger's Instagram bio:
"Join the game to enjoy our promo"
Game start with promo code generator to give an instant credit to the participant.
Game has a total of 5 levels. Each level comes with different challenges.
Every play has a time limit, if player fails the game, they can send invitation link to their friends to get more lives to continue the game, which helps to gain more players to join.
CONSIDERATION: MICROSITE GAME
Title: TIGER DON'T PLAY PLAY
Level 1: SINGLISH ROJAK
A word puzzle game to feature random Singlish term with a description on the question. Player is required to tap the alphabets in the correct order within 15s.
Level 2: FILL IN THAT LOBANG
Fill in the blank with the most appropriate Singlish term of 4 options (10s)
Level 3: KENNA ARROW
The language of 'Can' in Singlish with different meaning. Player is required to match the title to its correct meaning (60s)
Level 4: SIMI LAI EH?
Guess the unique food/drink name that is only in Singapore (15s)
Level 5: LAST ONE LIAO!
Tiger knowledge quiz to educate and connect players with them
Join the game to instantly win: Lazada Promo Code
Unlock each level to win: Random Promo Code
Complete ALL levels to win: TIGER SWAG PACK
GAME EXPLANATION
GAME LEVEL MOCK UPS
Level 1:
Level 2:
Level 3:
Level 4:
Level 5:
Singlish Rojak
Fill In That Lobang
Kenna Arrow
Simi Lai Eh?
Last One Liao!
PROMO CODE MOCK UPS
An instant credit to the players who participate in the microsite game.
Promo Code Generator appears as the first page of the microsite link.
Discount to be used on Lazada app or any e-commerce platform.
Player can complete all the levels to win a Tiger Swag Pack
which includes Tiger Beer, T-shirt and Tote Bag with local vibes.
TIGER SWAG PACK
An IGS and IG post on the Tiger Swag Pack to excite and drive people to take the CTA to play the microsite games.
SUSTENANCE
THANK YOU
TIGER x OFFSET Proposal_2
By David Lee
