TIGER BEER
TIGER STREET FOOTBALL - RIO
Tiger Beer’s ongoing sponsorship and partnership with Street Football continues in this 2019 campaign. Tiger Street Football offers unknown street football talents a stage to uncage their passion and showcase their skills. We elevated the game this year by teaming up with international football legend and former Manchester United captain Rio Ferdinand.
Rio Ferdinand’s inspiring ‘uncaged’ story from the streets of Peckham truly embodies the Tiger beer spirit and sets the stage for a fully integrated campaign that will live online to offline and back again, giving the spotlight to Asia’s unsung street football heroes.
CAMPAIGN ROLL -OUT
After a series of local tournaments in Vietnam, Tiger Street Football will take to a specially-constructed football pitch in Ho Chi Minh. This is where the top local team will get to play against Ferdinand and four other international football legends in an epic five-a-side Grand Final tournament for the crown of Tiger Street Football 2019 Champion. Joining Ferdinand will be Didier Drogba, Park Ji-Sung, Portuguese legend Luis Figo and Brazilian star Roberto Carlos.
The campaign will continue uncaging unexpected possibilities for the Tiger Beer consumers in Asia through #HeyRio! A UGC series and FIVE Supply’s Exclusive Street Wear. Fans of Ferdinand across Asia can participate in ‘Hey Rio!’, a user-generated content series where they can challenge the legend himself through social media and get ready for the upcoming Tiger Street Football tournaments. Fans can also look forward to getting their hands on exclusive street wear created by renowned Singapore street artist Jahan Loh in collaboration with FIVE Supply, a popular fashion label founded by Ferdinand.
ROAR /RAW
Tiger Beer, Asia’s number one international premium beer launched a global community for unconventional talent called the Tiger Roar Collective. It is a platform where raw talents can seek out new opportunities through collaborations and unlock future unexpected possibilities.
The Collective marks the next wave in the brand’s commitment to championing emerging, raw talent and concludes a year of Uncaged Nights, where talent from around the world showcased their craft via different initiatives and events.
The Tiger Roar Collective was announced at Tiger Beer’s first global event in Seoul, South Korea, Tiger Roar, which took place on 9 November 2018.
The event brought together 16 of the raw Tiger talents from diverse fields such as dance, technology, fashion, art and food. Together, they put on a tantalising showcase of creativity, passion and unexpected possibilities for the world to see. On that night, attendees were able to immerse themselves in interactive installations, performances and activities, all encouraging them to unleash their own inner tiger and roar.
SHAREABILITY WAS KEY
Working closely with our PR partner and Key Opinion Leaders in Korea, we created a seamless channel of communication from the build up to the event, during the event and post the event.
Magnification of the event was key. Our goal was for it to be witnessed by a few, but experienced my thousands.
It was imperative that the messaging and visual language was consistent across all media touch points to generate the most amount of traction.
THE EXPERIENCE
Tiger Beer was not known in Seoul, and therefor close attention was paid to the magnification of all their brand assets. Building in the aspects of “Born from the Streets” - from the raw talent that performed, the Tiger Street walk with its specially designed neon signs, the Street Food Court, the bars and the Tiger Brand Ambassadors.
This was not just about beer. This was a total brand immersion.
design story
With so many different partners, digital aspects and media touch points, it was important that we created a solid design story that could be threaded through the entire event and translate online. From the first Teaser Film on YouTube, the social posts, talent posters and every step through the event, viewers were treated to the same look and feel.
