Asia Pacific Breweries Promo VALENTINE'S DAY by Y&R Kuala Lumpur

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VALENTINE'S DAY

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Industry Beers and Ciders
Media Promo & PR
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Gigi Lee
Art Director Adeline Chew, Joshua Tay, Florence Lee
Copywriter Edward Ong, Azeril Johari
Photographer Allan Matthew Hoyle
Released February 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: ASIA PACIFIC BREWERIES
Product/Service: TIGER BEER
Agency: Y&R MALAYSIA
Date of First Appearance: Feb 2 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Edward Ong/Mun Tuck Wai (Y&R Malaysia)
Creative Director: Gigi Lee (Y&R Malaysia)
Art Director: Joshua Tay (Y&R Malaysia)
Art Director: Adeline Chew (Y&R Malaysia)
Art Director: Florence Lee (Y&R Malaysia)
Copywriter: Edward Ong (Y&R Malaysia)
Copywriter: Azeril Johari (Y&R Malaysia)
Photographer: Allan (Wizard Photography)
Account Supervisors: Annie Boo/Nikhil Joshi/Michelle Tan (Y&R Malaysia)
Head of Art: Heng Yik See (Y&R Malaysia)
Media placement: Tiger printed reminder labels for its beer bottles, so guys won't forget that all-important date. - The campaign was supported with 'For Him' and 'For Her' posters. - February 2, 2011

Describe the objective of the promotion.
Tiger Beer’s objective was to make beer part of the Valentine’s Day celebration – a day that is traditionally filled with roses, chocolates and romantic candle light dinners. It is one of the few days in the year that men are expected to drink wine, champagne and other girlfriend approved drinks.

Describe how the promotion developed from concept to implementation.
Most men usually are not always aware of the approaching date. So we decided to replace the Tiger Beer bottle labels with 14 Feb reminder labels. This gave men a legitimate reason to continue drinking beer prior to the day. As well, we wanted their girlfriends to encourage them to drink more – purely as a form of reminder of course.

Explain why the method of promotion was most relevant to the product or service.
With the new label, the bottles served as a great way to remind men of the impending date. At the same time, the ladies had a reason to buy them more beers - so their men could be reminded more often! The labels also served as a platform for a promotion, where the guys could exchange the labels (collect a minimum of 10) for an invite to the Tiger Beer Feb 14 bash.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Drinkers in Singapore, Laos, Mongolia, Vietnam, Thailand and Europe all were enjoying their fair share leading up to Valentine’s Day. This saw sales increased by up to 23% across the markets. With over 15,000 party-goers attended our V-Day bash in Shanghai, China – which took place after their obligatory romantic dinners. The night saw both guys and gals happily enjoying beer right into the very next day.