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”.

Tiger Crystal Rave definitely impressed the Vietnamese raver community and social media through innovative experience with 3 phases of innovative social works.PHASE 1: THE INNOVATION VIA MUSIC & FASHION SPIRITTO IGNITE THE PASSION Not only harmonized set of Music dedicators (Soobin, Rhymastic, DJ Mie, Lil Wuyn), Tiger Crystal Rave brought it to a new territory of Fashion: Cô Em Trendy & many other fashion KOLs joined forces to inspire ravers with hottest call-out to enliven the youth passion. The extraordinary touch of a catchy jingle produced by the Director of Crystal Rave Event (Onion) made Tiger fan's passion burn stronger than ever, ready to race with Tiger Crystal Rave 3 regions.PHASE 2: THE INNOVATIVE CAPTURE OF REAL-TIME MOMENTSTO RAVE TO THE BURNING TOP-NOTCHThe Crystal Rave kickstarted in Vung Tau and created a viral impact when capturing the top-notch moments of energetic ravers at Crystal Rave Vung Tau. The exciting punchline “EDM - Em Dầm Mưa” and "Sing Karaoke with 50K people at Crystal Rave” also came viral on social media thanks to that real-time catch with remarkable organic 3.5M TikTok views and UGC to keep the fire on with blasting phenomenon of Crystal Rave coming eventsPHASE 3: THE INNOVATIVE BREAKING POINTWITH UNSTOPPABLE BURNING RAVETo sustain the heat of the event to a larger audience we created a virtual Crystal Rave. We introduced the first-ever metaverse Water EDM Festival with attractive prizes and leveraged this motive in other platforms. Crystal Rave Metaverse enabled users to create and customize their own avatars to ultimately experience a personalized Crystal Rave. It was promoted across socials & displays to attract as much participation as possible. Data played an important role in every digital campaign of Tiger in both retargeting and offering the valid value to potential consumers in the middle funnel. The E-commerce platform - Momo worked as a gamification platform and was chosen to support reaching its young and playful usersResponding to the untold needs of online ravers, the series of climax wasn't the highest when Tiger Crystal Rave kept burning loud through the innovatively super cool Crystal Rave Metaverse - “TRẢI NGHIỆM SẢNG KHOÁI, NHẬN QUÀ ĐAM MÊ". With the purpose to “Relive the Refreshing moments - The Passion of EDM Crystal Rave”, the Crystal Rave Metaverse recreated the lively stage moments of Crystal Rave Events for online users to experience everlastingly and receive unlimited Crystal Coins. The Raver’s burning spirit from offline to online flamed together. Users even got boundless chances to experience the “Refreshing Slide" (Đường trượt sảng khoái) and “Dance Floor with Passion" (Sàn nhảy đam mê) to collect Crystal Coins and win themselves valuable treasures. The hotness was pushed to the climax and achieved impressive outcomes via interactive livestream & activities from lead KOLs & Communities in various categories. With the objective of vibrating the fascinating offline experiences once more, that unexpected breaking point was a remarkable ending for our Tiger ravers and unveiled a blooming 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