5 TIGER GENERALS by Leo Burnett Hong Kong for Tiger Beer

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5 TIGER GENERALS

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Industry Beers and Ciders
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Chong Kin
Designer Luo Rong
Photographer Ken Mak
Released July 2010

Credits & Description

Category: Illustration
Advertiser: HEINEKEN
Product/Service: TIGER BEER
Agency: LEO BURNETT
Date of First Appearance: Jul 23 2010
Entrant Company: LEO BURNETT, Hong Kong, HONG KONG
Executive Creative Director: Chong Kin (Leo Burnett Guangzhou)
Creative Director/Art Director: Darren Zhang (Leo Burnett Guangzhou)
Creative Director/Copywriter: Jennifer Wang (Leo Burnett Guangzhou)
Creative Director/Art Director: Well Tan (Leo Burnett Guangzhou)
Account Manager: Jon Leung (Leo Burnett Guangzhou)
Account Manager: Andy Kong (Leo Burnett Guangzhou)
Designer/Illustrator: Chanson Li
Designer: Luo Rong
Photographer: Ken Mak
Media placement: Limited Edition Bottle - Bars - 1 Jun 2010 - 15 Jun 2010

Describe the brief from the client
Tiger Beer is not so popular among young people in China. How to increase the brand awareness among the youth?

Describe the challenges and key objectives
In the year of Tiger, how to ride on Chinese cultural trend and hook the youth with an innovative image of Tiger beer?

Describe how you arrived at the final design
Tiger launched the "Sound of Tiger"- a crossover music show of Chinese Opera and Modern music. Riding on the same theme, limited bottles were released, which were inspired by the Five Heroes of Three Kingdom(a famous Beijing Opera), known as the 5 tiger generals. Unlike the traditional images, Tiger Beer redesigns their image with modern musical instruments, instead of weapons.

Give some indication of how successful the outcome was in the market
Within 2 weeks, Tiger Beer limited edition were all sold out in all top 1 cities. Moreover, research reflects that Tiger Beer became "my favourite brand" among the youth with a 30% increase of total brand awareness.

The sales gained the record high with 15% growth.