EXPERIENTIAL MARKETING

TIGER REMIX – UNCAGE YOUR TIGER Tiger Remix brings more power that heats up the drinker’s pulse to the climax and breaks any rule to show their “musical talent”. Everyone has their own musical rhythm inside, which stimulates them to enjoy the activities that Tiger Remix offers at the bar to the fullest.     Client: Heineken Vietnam Brewery Limited Company (a subsidiary of Heineken) Brand: Tiger During: 03 December 2018 to 25 January 2019 Target audience: for both men and women from 18 years and above. PRIMARY OBJECTIVES:

1. Increase brand awareness.
2. Seeking the music talents deep inside of each artist that has never been uncaged yet

KEY CHALLENGES:

1. Awaken the hidden musical talent in each person.
2. Recruit clients in the provinces to participate in the Tiger Remix Mega Show night held in major cities.
3. The fancy bus design is located at the restaurant to attract customers to experience the refreshment of the campaign.

    ACTIVATION NIGHT: In order to create an interesting music playground for customers, Tiger designed the stage to look like a small bus for customers to participate in interacting games to show their musical talents. It is not only for those who have a good voice but for all customers who are willing to challenge, ready to “awaken” the inherent hidden talent inside their bodies.  Points will be awarded after the customer completes the performance through a bottle of beer placed on the bus. OPENING PERFORMANCE: The band performed mash-up songs of iconic songs of the three regions of the North-Central-South area.     TALENT HUNT: The customer shows their music talents   GAME ON STAGE: The interacting games & activities for the customers   LUCKY DRAW:  Customers who drink six bottles of beer will be given one lucky draw ticket and have the opportunity to receive valuable prizes from the show.     HIGHLIGHTS :  Customers received valuable rewards every night. They were also be given an extra ticket to the Tiger Remix Music Festival held in major cities. It was the biggest event of the year of the Tiger beer brand. The customers from the provinces would be well-treated in accommodation: picked up back and forth and stayed at big hotels in the city.  They also had a chance to participate in the movement games to increase health and show their “brave spirit”. We served the customer dinner before taking them to the event area. At the Tiger Remix Music Festival, customers will enjoy free beer and celebrate the special event of the year.     OUTCOMES:

1. Implementing nearly 2,000 outlets and approaching 300,000 customers.
2. Attracted more than 4,000 customers to show their musical talents and more than 3,000 customers to join the game.
3. Sales achieved more than 40,000 cases of Tiger beer.
4. Table share reached to 99.8%