Tiger Crystal 2017 Brief - Event

Tiger Crystal 2017 Event Brief Tiger Crystal Overview Tiger Crystal Campaign 2017 • Campaign Strategy & components Agency tasks • Location & Budget Allocation • Safety • Design, layout & POSM • Consumer Engagement • Production Quality • Break-through communication • Material for Reference • Timeline Pitching Information & Timeline Tiger Crystal Overview • Tiger Crystal: Điểm độc đáo bia Tiger Crystal sản xuất theo quy trình tinh lọc lạnh Từng dòng bia tinh lọc với kỹ thuật làm lạnh sâu đến -1C (Crystal Cold), hoa bia tinh chế đặc biệt giúp lưu giữ trọn vẹn hương vị tuyệt hảo bia Nhờ vậy, Tiger Crystal không đạt đến chất lượng hàng đầu giới truyền thống Tiger Beer mà mang đến cảm giác thật sảng khối dễ uống • Bên cạnh quy trình tinh lọc lạnh, điểm tạo nên khác biệt Tiger Crystal nhiều nhãn bia có thị trường nằm kiểu dáng sang trọng chai Chai thủy tinh suốt, cổ chai cao, thon, kết hợp với sắc bạc bật nhãn chai tạo nên nét đẹp đại, trẻ trung hút Kiểu dáng làm bật chất bia vàng óng, suốt 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” • 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 digits • The distribution is expanding tremendously, contributing sharply to the total volume of Tiger brand • Tiger Crystal has become one of top prioritized choices of target consumers • 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 ) 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 • Budget allocation that fits with the given budget • Propose location options with detail • Budget summary for the total plan that specify the • Generic information is not appreciated • 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 • Security & safety plan should include the following things: Risk analysis for event location, legal issues, Pre-event security and safety that address all the risks In event security and safety that address all the risks Other emergency cases that could happen • A Safety Manager from Agency to be required to handle this job • Safety is included but not limited to: crowd management, chaos security, emergency, all things related to event must be secured & under control • Agency to commit to deliver fully the security & safety with Heineken standard • 3D map & visuals of event layout & Tiger Crystal House • Floor plan for each proposed location with all event components • Branding/visibility items to make Tiger Crystal owns it • Unique, innovative and creative design & POSM • 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 • 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 • KPIs Quantity of participants as KPI Ice, Cold, Snow & Refreshing ambience – Temperature commitment as KPI Product trials as KPI • Production plan must be checked and approved by Tiger team • Premium standard • Any Production method is required with detailed analysis & solutions for safety • All equipment must be outdoor & water proof • 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 ? ? ? Tiger Crystal Public Engagement ? ? ? -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 Week July Week Week Week Week Aug Week Activation BTL Tiger Crystal Public Engagement Week Week Week Week 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 ... “Uncage -1 C Intense Refreshment” through Tiger Crystal Public Engagement – Agency to propose • Pre-communication to promote Tiger Crystal Public Engagement and to drive crowd to event ? ? ? Tiger Crystal. .. 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: 1-3 0 July 2017 ... for us -1 0C INTENSE REFRESHMENT (SẢNG KHOÁI -1 0C ) TVC TIGER CRYSTAL2 017 ATL BTL Billboard Public Engagement Social & Digital Channel Visibility & Activation Tiger Wall Tiger Remix Tiger Street