Tiger Beer Promo, Case study 50 Must-Do Things In Asia by J. Walter Thompson Bangkok

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50 Must-Do Things In Asia

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Thailand
Agency J. Walter Thompson Bangkok
Associate Creative Director Torsak Chuenprapar
Executive Creative Director Satit Jantawiwat
Copywriter Jate Pattanachinda, Laurie Osborne
Released December 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: THAI ASIA PACIFIC BREWERY CO.
Product/Service: TIGER BEER
Agency: JWT BANGKOK
Date of First Appearance: Dec 28 2010
Entrant Company: JWT BANGKOK, THAILAND
Chief Creative Officer: Pinit Chantaprateep (JWT Bangkok)
Executive Creative Director: Satit Jantawiwat (JWT Bangkok)
Associate Creative Director: Torsak Chuenprapar (JWT Bangkok)
Copywriter: Jate Pattanachinda (JWT Bangkok)
Copywriter: Laurie Osborne (JWT Bangkok)
Graphic Designer: Teerawut Palanchun (JWT Bangkok)
Graphic Designer: Kasidist Sokantat (JWT Bangkok)
Graphic Designer: Ananya Suraphanmethekorn (JWT Bangkok)
Agency Producer: Nonglak Rattanapong (JWT Bangkok)
Media placement: Guidebook Of "50 Must-Do-Things In Asia" - Tourist Attractions Included Airport, Transit Stations, Pub & Restaurant, Guesthouse, Etc. - 28th December 2010
Media placement: Website - Www.tiger50mustdothings.com - 28th December 2010
Media placement: Roaming Booth - Tourist's Favorite Pub & Restaurants All Over The Country - 22th December 2010
Media placement: IPad/iPhone Application - Apple Appstore - 1st February 2011
Media placement: Billboard - Tourist Attractions - 24th December 2010
Media placement: Postcard - Tourist Attractions - 24th December 2010
Media placement: Poster - Tourist Attractions - 24th December 2010
Media placement: Human Sand-Wish Board - Tourist Walking Streets - 24th December 2010
Media placement: Search engine optimization (SEO) - www.google.com - 1st January 2011
Insights, Strategy & the Idea
In Thailand, Tiger beer targeted at foreign tourists.
But in 2010, the kingdom was brought to a standstill by opposing protest groups.
Laws were changed so that alcoholic beverages could not appear in the media in any form.
As the Land of Smiles fell into dark times, our task is to create a campaign to encourage visitors to come spending more time in Thailand and more importantly, to choose Tiger as the beer that will accompany them on their journey.
Instead of advertising, we created a tasty content for travelers,
“50 Must-do-things in Asia”
Creative Execution
To cover all type of tourists, both backpackers and the more affluent ‘flashpackers’. Contents are customized for each media
Book : Far from a traditional guidebook, the free booklet contains the fifty local experiences that tourists had been waiting for, but had been previously unable to uncover. Each page’s bespoke wording drives readers to a website.
Website : community where tourists can created an online account in a bid to become ‘The Master of Asia’ Just by uploading their action photos with Tiger for special awards.
Roaming booths : Mobile activation that spread through the country, travelers can experience exotic contents and provided internet access for website participation.
iOS application : ‘Flashpacker’ can easily enjoy interactive exotic experiences in their hands.
Not only all these media drive tourists to the location of each mission, various media are so read through the locations of each mission introducing the campaign and -in turn - driving tourists to the hook and website. And the media spending is tiny compared to the effective results we've received.
Results and Effectiveness
- 20,000 of the 1st published books run out in within a month.
- 25,845 Photos was submitted to the website.
- Over 25,000 tourists participated in Tiger roaming booth.
- The iOS application reached the top 10 download for more than 12 weeks.
- Average spending time for tourist in 1st quarter increased from last year by 19%
- Sales in 5 main tourist cities increased by 42%
Despite the recent problems, Thailand’s most celebrated quality – “fun” is found to still be in abundance.
Leading the way for travelers, Tiger became their beer of choice throughout their journey.