Tiger Beer Rewards Consumers With New Hidden Depths
Wednesday, May 2nd 2012
Tiger Beer’s ‘Hidden Depths’ campaign continues this year with a platform that engages consumers with brand stories and rewards for those who look beyond the obvious.
The development of the campaign, amplifies the premium lager brand's Far Eastern provenance, and builds on the previous year’s ‘Know The Not Known’ marketing campaign which saw Tiger build engagement and credibility with the brand’s target market through art, music, design and film.
For 2012, Tiger has evolved to enable the brand to deliver a simplified creative with broad appeal, and through the Tiger iconography - a distinctive Far Eastern visual language has been developed that reflects the progressive, fast paced landscapes of cities such as Singapore and Kuala Lumpur that have influenced the brand.
To visually communicate the Tiger ‘Hidden Depths’ campaign, Good Wives and Warriors , a creative partnership between UK designers Becky Bolton and Louise Chappell was commissioned to interpret the fast paced, Fast Eastern energy that the Tiger brand embodies, and from this month (May) - the ‘Hidden Depths’ campaign will centre around an outdoor advertising campaign in key London locations.
Tiger, is also working with London based promoters - Black Atlantic, to create a series of club and live events that explore the ‘Hidden Depths’ of some of the UK’s most innovative record labels. The brand has also partnered with Fact (facemag.com) to create engaging content for promotion through digital channels, including live streams from every Hidden Depths event, short video features on each label and exclusive artist mixes and playlists.
A digital advertising and social media campaign directed at Tiger primary consumers is also being activated, to ensure that the brand can effectively and consistently engage with consumers.
Jason Wills, Senior Brand Manager - Tiger Beer at HEINEKEN said “With ‘Hidden Depths’ we have developed a consistent yet progressive approach. The simplicity of the messaging and the beauty of the creative cleverly place Tiger and its Far Eastern provenance at the heart of the campaign to maximise brand saliency. We’ve ensured that the creative focus and scale delivered by the advertising is perfectly mirrored in the music events and exclusive digital content to support the ‘Hidden Depths’ campaign across all channels.”