Tiger Crystal 2017
Event Brief


1.

Tiger Crystal Overview

2.

Tiger Crystal Campaign 2017
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3.

4.

Campaign Strategy & components

Agency tasks
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Location & Budget Allocation

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Safety

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Design, layout & POSM

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Consumer Engagement

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Production Quality

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Break-through communication

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Material for Reference

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Timeline

Pitching Information & Timeline


Tiger Crystal Overview



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Tiger Crystal: Điểm độc đáo của bia Tiger Crystal là được sản xuất theo quy trình tinh lọc lạnh. Từng dòng
bia được tinh lọc với kỹ thuật làm lạnh sâu đến -1C (Crystal Cold), hoa bia được tinh chế đặc biệt giúp lưu
giữ trọn vẹn hương vị tuyệt hảo của bia. Nhờ vậy, Tiger Crystal không chỉ đạt đến chất lượng hàng đầu thế
giới như truyền thống của Tiger Beer mà còn mang đến cảm giác thật sảng khoái và rất dễ uống.

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Bên cạnh quy trình tinh lọc lạnh, một điểm tạo nên sự khác biệt của Tiger Crystal giữa rất nhiều nhãn bia
đang có trên thị trường nằm ở kiểu dáng sang trọng của chai. Chai thủy tinh trong suốt, cổ chai cao, thon, kết
hợp với sắc bạc nổi bật của nhãn chai tạo nên nét đẹp hiện đại, trẻ trung và cuốn hút. Kiểu dáng này cũng
làm nổi bật chất bia vàng óng, trong suốt như pha lê.

Bring Everest feeling alike and experience to consumers with ice, cold & snow ambience
The ice, cold & snow ambience with Everest feeling alike is delivered through Tiger Crystal to
“Uncage -1C Intense Refreshment”


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Tiger Crystal has been launched since 2009 and shown a significant increase in
terms of growth annually, especially in 2016 with the growth up to 3 digits

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The distribution is expanding tremendously, contributing sharply to the total volume
of Tiger brand

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Tiger Crystal has become one of top prioritized choices of target consumers


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A big increasing trend among young consumers in which they see being attached
with Tiger Crystal image is considered young & cool , especially in Old Quarters



Tiger Crystal Campaign 2017


AWARENESS

Low brand awareness since there is no big campaign that can fully
project the image of Tiger Crystal with scale and strong impact

STRONG & OUTSTANDING VISIBILITY TO
COMMUNICATE TIGER CRYSTAL -1*C INTENSE
REFRESHMENT

ENGAGEMENT

In need of an engagement to strongly increase the trial & cut through
the message of Tiger Crystal to make consumers understand how to
enjoy Tiger Crystal Properly & the meaning of “Uncage – 1*C Intense
Refreshment”

FOCUS ON CHANNEL & PUBLIC ENGAGEMENT
WITH SCALE TO STRONGLY ENGAGE WITH
CONSUMERS


CONNECTION

Build up WOW & create the talk in the town to earn the love and
loyalty from consumers

PUBLIC UNIQUE EXEPRIENCE TO CREATE
UNEXPECTED CONNECTION


Campaign
Objective

Tiger Crystal
Proposition

Insight

Crystal Campaign
Message

-

To continue unlock Tiger brand proposition “ Uncage “successfully by breaking through “
Intense Refreshment Experience” platform
- To improve product relevancy to MIBs & Core drinker to strengthen brand credential
INTENSE REFRESHMENT
IN AN UNEXPECTED, INNOVATIVE AND MODERN WAY

MIBs

I always want to stand out among the
crowd, the brand that can offer an
unexpected opportunity for me to be seen
as trendy, masculine, cool, will help me
uncage myself, it is what I am looking for.

Core Drinker
The great time with friends/colleagues are what
I am always looking for after a working day. A
beer brand that can starts our moment greatly
by giving me an unexpected intense refreshing
taste will be great choice for us.
.

-10C INTENSE REFRESHMENT
(SẢNG KHOÁI -10C )


TVC

TIGER
CRYSTAL2017
ATL
BTL

Billboard

Public Engagement

Social & Digital


Channel Visibility & Activation


Tiger Wall

Tiger Remix

Tiger Street food

WALL

FESTIVE

FOOD

What is the key hook of
Tiger Crystal?

ICY, COLD & REFRESHING experience

(Tiger Crystal House)


Agency Tasks


Budget Allocation

Location


Frequency: Agency to propose the frequency
Location: Hanoi, Hai Phong, Ha Long, Thanh Hoa

Old Quarter

Ha Long Crystal Street

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Budget allocation that fits with the given budget

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Propose location options with detail

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Budget summary for the total plan that specify the

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Generic information is not appreciated

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Proposed locations should be specific with commitment that can secure

spending for each big components (eg: license, consumer
engagement, artists, POSM, etc…)


Ha Long Crystal Street


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Security & safety plan should include the following things:
1.

Risk analysis for event location, legal issues,

2.

Pre-event security and safety that address all the risks

3.

In event security and safety that address all the risks

4.

Other emergency cases that could happen

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A Safety Manager from Agency to be required to handle this job.

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Safety is included but not limited to: crowd management, chaos security, emergency, all things related to

event must be secured & under control

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Agency to commit to deliver fully the security & safety with Heineken standard


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3D map & visuals of event layout & Tiger Crystal House

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Floor plan for each proposed location with all event components

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Branding/visibility items to make Tiger Crystal owns it

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Unique, innovative and creative design & POSM

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A very unique Ice Bar in the Crystal House to build up the WOW, create talk in the town and provide an Uncaged refreshment experience


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Requirements

Practical
Engage consumers in scales with mobility
Key Hook required as the major talking point
Attractive hooks to join (KOLs, Gifts, etc.)

Other side activities to leverage and support key activity
Fun, uncaging & easy-to-join activities
Product display and product experience area is a must
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KPIs

Quantity of participants as KPI
Ice, Cold, Snow & Refreshing ambience – Temperature
commitment as KPI
Product trials as KPI


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Production plan must be checked and approved by Tiger team

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Premium standard

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Any Production method is required with detailed analysis & solutions for safety

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All equipment must be outdoor & water proof

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Event is required to be run under rainy weather condition, so all equipment must be
outdoor & water proof


Key Win
• How to cut through the message of “Uncage -1C Intense Refreshment” through Tiger Crystal Public Engagement – Agency to propose
• Pre-communication to promote Tiger Crystal Public Engagement and to drive crowd to event

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?
Tiger Crystal
Public
Engagement

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?



-10C INTENSE REFRESHING POP-UP EXPERIENCE
Series of intense refreshing pop-up experience to be rolled out in various public places in key cities to directly engage and
recruit new drinkers. Through this, we will creatively deliver -10C intense refreshment via unexpected beer experience.

Engagement & Enjoyment
Icy bar with chilled beer

Performance & side activities
Pre-communication

POSM

Technology
Product Display


Icy bar with chilled beer

DJ

Performance

Performance & side activities

Product Display

VR skiing

Exploring Crystal mount


Technology

Lucky draw

POSM


WIP


Jun
Week 2

Week 3

July
Week 4

Week 1

Week 2

Week 3

Aug
Week 4

Activation
BTL


Tiger Crystal Public Engagement

Week 1

Week 2

Week 3

Week 4


Pitching Information & Timeline


BUDGET

• 3.4 billion VND

TIMELINES
• Pre-read Proposal: 4th June 2017

• Proposal: 5th June 2017 – (one round only)
• Pitching winner annoucement: 6th June 2017

• Event dates: Tiger Crystal Public Enagement: 1-30 July 2017