UNLEASH THE FIRE OF PASSIONAs young drinkers do not only look for a refreshing beer taste but also a young brand that can give them recognition as a progressively trendy generation. What seeks for is the feeling when they are at the peak of their confidence, in the state of fire. And this climax lingers in one of their biggest passion point: Music. In the clutter of a huge amount of fests happening throughout the year, youngsters are not truly feeling fired to the fullest with the emerging innovation experience.Hence, the challenge laid on how to differentiate ourselves from competitors while creating a meaningful experience with epic and true feeling of “quẫy”

GET FIRE IN THE COLD, WHY NOT?Understanding the unmet need, the brand unlocks the youth's passion with the fuse of functional & emotive territory by embracing the “Crystal-cold refreshment – Brewed for your fire”: “When the cold refreshment of Tiger Crystal meets your passion, you’re on fire!” to bring them the first-ever superstorm of Water EDM Festival: TIGER CRYSTAL RAVE - “TIGER CRYSTAL COLD REFRESHMENT. IGNITE YOUR PASSION”.

All Vietnamese ravers and EDM lovers got frozen in amazement with Tiger Crystal Rave events across regions through 3 burning phases.PHASE 1: THE START OF PRELUDE EVENTTO ENLIGHTEN RAVING SOULSThe inner music soul was awakened through the predude of catchy jingle produced by the Director of Crystal Rave Event (Onion). That was strongly amplified by many Music Icons (Soobin, Rhymastic, DJ Mie, Lil Wuyn) and Communities to unveil exclusive performances. In addition, raving outfits inspiration were shared by fashion icon - Cô Em Trendy and many other KOLs to get ready for the coming heat.PHASE 2: AMAZING BRIDGE TO MAKE EVENTS ECHOTO FIRE UP THE PASSIONOutstandingly, Tiger prioritized regional distinction as we tailor-made separate messages for each region to uplift the locality feature and made people FOMO about the disruptive format of event through Local community spread. The series of Crystal Rave events kick-started through 4 biggest cities Vung Tau, Ha Long, Da Nang, HCM, and created a big-bang in the very first event in Vung Tau. We took the disadvantage of other events to our advantage thanks to the rain which came unexpectedly. In Vung Tau, we were hit by the rain that has actually enriched the refreshment experience the brand was delivering. Even more, it created a new social media slang and definition of EDM generated by the participants themselves: “EDM = Em Dam Mua” literal english translation means “I am rain drenched “.During the Crystal Rave period, the movie “Thor: Love and Thunder” was also screening in the cinema inspiring the audience to create a catchphrase associating the movie to the event because thunder goes with rain. The participants were saying “DJ Thor choi set nhac Love and Thunder” literal english translation  “DJ Thor was playing Love and Thunder set”. User generated content enabled us to cost effectively promote authentically the culture of EDM, associate us stronger to the brand and really excite our target for the next events.The Crystal Rave Vung Tau fired up the majestic Water Beach EDM Fest with on-fire raving moments regardless of bad weather and the virality of exciting punchline “EDM - Em Dầm Mưa” and "Sing Karaoke with 50K people at Crystal Rave” on social media. That real-time catch made the event viral with remarkable organic 3.5M TikTok views and UGC about “Em Dam Mua Crystal Rave Vung Tau", and brought the burning heat to coming Crystal Rave events.After Vung Tau, Tiger Crystal Rave at Ha Long & Da Nang impressed the raver community via the hotness of the line-up and energetic real-time moments.Final destination of Tiger Crystal Rave in HCM was uplifted to a fascinating Music revolution when called Crystal Rave - Water EDM Festival. The hit of trending line-up artists once again pushed it on trend via Facebook and Tiktok with the keyword "Crystal Rave - Water Festival," achieved 13.5 million views on Tiktok for the hashtag #CrystalRave.PHASE 3: THE UNENDING ECHO OF EDMPASSION WITHOUT ENDImpressively, the echo was never stopped with the innovative Crystal Rave Metaverse event through interactive livestream & activities from various KOLs & Communities to keep the rave passion without end and open the promising conqueration of Tiger in the long journey ahead!

The campaign impressively reached the epic of Brand Power growth in Q2 ’22 by 38%, which is the highest score ever of Tiger till then. Further than that, it also made the sales phenomenon by achieving exceptional growth by 4x in H2 ‘22 vs. H2 ‘21, which differentiated brand essence, outgrew sessionable lager category with the growth rate of 176% and became the fastest sessionable brand growth. Not only volume, Tiger Crystal’s market share even more than doubled vs. last year, achieved 124% vs. target. Finally, it strengthened Tiger No.1 position in premium sessionable lager segment with 56% share. The Crystal Rave successfully attracted 155K participants, which was out of expectation by 484%.In addition, the campaign also hit the social records as:- Top 8 BSI Campaigns in June 2022- Top 1 BSI Campaigns & Events in July 2022- Top 4 BSI Campaigns & Top 1 BSI Events in August 2022 - Gaining 1.081.500 buzz on Social