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2016

The Tiger Uncaged

Company Havas Worldwide Dublin
Client Heineken Ireland
  • Commended
    1 Display: Print, Digital & Experience - Experience & Activation
Creative Director
Peter O'Dwyer
Art Director
Gary Boylan
Production Company
Andrew & Ger Clancy
Account Director
Aoife Surgeon
Marketing Manager (Client)
Emma-Jame Gorham
Creative Director
Peter O'Dwyer
Art Director
Gary Boylan
Production Company
Andrew & Ger Clancy
Account Director
Aoife Surgeon
Marketing Manager (Client)
Emma-Jame Gorham

The Tiger Uncaged experience unleashed a captivating piece of living sculpture to prowl through on trade outlets and brought the embodiment of the Tiger brand right to customers’ tables. Amazing, engaging, disruptive and powerful, this stunning animal injected a burst of arts, culture and Asian heritage into every venue it visited.

Created by expert theatre sculptors Andrew and Ger Clancy and powered by three performers, the Tiger arrived at bars unannounced, creating quite the stir when it did. A futuristic beast made of wood, metal & neon lights. As it passed shocked onlookers the Tiger would purr and roar to a co-ordinated sound track.

Inevitably smartphones were pulled from pockets and applause generally followed in the bar. The only time a consumer connection has ever received such a result according to one Heineken Ireland Rep. For this aspect alone we believe this activity should win for experiential – but there’s more.

The Tiger was just one aspect of the promotion. Ahead of the Tiger’s arrival two staff were on hand to serve complimentary pints of Tiger Beer. When the Tiger arrived, the connection with the Tiger brand became clear.

Tiger staff, provided by Real Nation, needed to be that ‘little bit special’ too, so we created a unique uniform branding approach. Working with Snow Laser, bespoke neon Perspex necklaces and pocket pieces were made and laser etched with Tiger emblem. These pieces we so popular bars were requesting them for their bar staff.

To further propel the super-premium credentials, Tiger Beer was always served on a Perspex LED lit geometric tray creating a beacon of light through a dark on trade environment.

As one of the objectives of the campaign was to drive trial, we created a time-stamped voucher whereby the receiver could redeem in that bar from the following day, valid for four weeks. This was a hit with publicans as it pushed people back into their bar after the activation.

A behind the scenes video was created to live online from the start of the campaign. It was also used as a tool for the reps when approaching the bar with a less than ordinary consumer activation.

The outlet was given a pack of social assets to pre-promote … The Tiger is Coming! The Tiger was created to for the ontrade originally but soon became an icon for the Tiger brand in 2015. The Tiger prowled through TomCat Festival in Limerick, Galway International Arts Festival, Electric Picnic and Tiger Dublin Fringe – even getting fame featuring on the ATL communications for the festival.

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