Tiger Beer Print Tiger Thumb Wrestling by J. Walter Thompson Bangkok

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Tiger Thumb Wrestling

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Thailand
Agency J. Walter Thompson Bangkok
Associate Creative Director Torsak Chuenprapar
Executive Creative Director Satit Jantawiwat
Art Director Faus Markead
Copywriter Kanit Mingmuang
Released January 2012

Credits & Description

Category: Best Use of Games
Product/Service: TIGER BEER
Regional Ecd: Tay Guanhin (JWT)
Executive Creative Director: Satit Jantawiwat (JWT Bangkok)
Associate Creative Director: Torsak Chuenprapar (JWT Bangkok)
Copywriter: Kanit Mingmuang (JWT Bangkok)
Art Director: Faus Markead (JWT Bangkok)
Communication Planner: Yingyos Vuttisant (JWT Bangkok)
Account Supervisor: Siranee Klinhom (JWT Bangkok)
Account Manager: Suree Saksrisakullerd (JWT Bangkok)
Marketing Director: Prin Malakul (Thai Asia Pacific Brewery)
Brand Manager: Pattapanee Bhovati (Thai Asia Pacific Brewery)
Editing House: Mars (Mars)
Media placement: Game Activation - Pubs & Restaurants - 27 January 2012
Describe the objective of the promotion.
These days, the beer drinking moment was being eaten away by smartphones. People are too busy in their mobile world and have overlooked the time they're supposed to be spending with their friends. We needed to bring back this beer moment....but how?
Describe how the promotion developed from concept to implementation.
Since the problem comes from thumbs, we decided to solve the problem with their thumb.
We established the Tiger Thumb Wrestling Federation (TTWF) to combat smartphones. A dedicated team of professional referees went around to leading pubs and restaurants with a wrestling ring and various finger masks. Anyone seen playing around with their phones in the outlets was then challenged to a game of thumb wrestling by our TTWF team in order to get them interacting with their friends once more.
Explain why the method of promotion was most relevant to the product or service.
When our sacred and centuries-old tradition of beer moments has been destroyed by mobile phones, we must not surrender our beer moments. Tiger Beer is taking the first step on the road to redemption. Introducing Tiger Thumb Wrestling to bring beer moments back. Your thumb can wrestle instead of texting, and you can celebrate your victory or commiserate with Tiger.
Describe the success of the promotion with both client and consumer including some quantifiable results.
- Sales increased substantially during the event period.
- Over 7,500 contestants and 70,000 spectators without having to spend a single dollar on ATL communications.
- Over 200 outlets participated and over 80% requesting a second season for the activity.
- But our most important result was that we overthrew smartphones and brought back the beer moment once more.