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 has defined “on-fire moments” - the moments where people are at the peak of passion in doing what they love as to visually portray its proposition. Yet for the target, how to link “on-fire moments” to a music-based experience in the most tangible & consumer-friendly way? When diving into the music culture of the youth, RAVE culture came up. RAVE is a music party where there is high energy music such as EDM & people would enjoy with their passionate heart inside out. Rave in Vietnam is a growing culture, not yet popularized. While there is limited raving experience in Vietnam, music & party lovers aspire to share the experience of world class raving like Tomorrowland or Ultra Music Festival).Thus, Tiger Crystal’s “on-fire moments” can be tangibly translated into RAVE & RAVE can answer target expectations for a new unique experience post lockdown period.“When you’re raving, you’re actually on fire” - Crystal Rave was born as the first-ever raving experience in Summer, the best of both worlds where brand essence & youth culture collide.Moreover, what would make Crystal Rave distinctive?Summer calls for the beach, they are a perfect match. Considering Tiger Crystal’s role as the ultimate catalyst of refreshment for your fire, the water-theme rave arose as a stunningly striking way to deliver “on-fire moments” when rave meets water.To successfully establish a long-term experiential platform, on-ground is the cornerstone, but the experience should be extended to a platform where a bigger pool of audience could be reached. Understanding the non-stop demand for new experiences of the youth, Tiger Crystal chose Metaverse to extend Crystal Rave experience in meta-world.RAVE culture has not been yet tapped in by any commercial brand in Vietnam. It was Crystal opportunity to own a unique community and culture.

Tiger Crystal Rave not just ignites the multi-sensorial experience, it represents the youth manifesto through a disruptive social heat with 3 phases.PHASE 1: LIGHT THE FIREBY FEELING THE RAVE-THYMCreate anticipation and excitement on socials via a catchy jingle produced by the Director of Crystal Rave Event (Onion) in the middle of cluttered social media, epically enlightened by many top artists in Vietnam (Soobin, Rhymastic, DJ Mie, Lil Wuyn) and Communities via their exclusive performances…AND BY WEARING THE RAVE-SHIONThe fashion icon - Cô Em Trendy and many other KOLs in the fashion industry shared inspirations for raving outfits and call-out fans to get ready for the coming heat.PHASE 2: TOGETHER GET FIRED.TURN THE FOMO TO THE WOMO (wow of missing out)Kick off the series RAVE events in 4 biggest cities Vung Tau, Ha Long, Da Nang & Water EDM Festival in HCM. With the purpose to let drinkers experience the explosive rave in Vietnam via KOLs & Communities amplification, push the hotness to the max with live check-in & update on every on-fire moment of events. 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 exciting social media slang and definition of EDM generated by the participants themselves: “EDM = Em Dam Mua” literal english translation means “I am rain drenched “, which was spreading virally on social.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.Impressively, Tiger Crystal is always well-prepared for unexpected variables and stretched our flexibility to capture the energetic rainy moments of ravers at Crystal Rave Vung Tau to amplify via the exciting punchline “EDM - Em Dầm Mưa” and "Sing Karaoke with 50K people at Crystal Rave” on social media. That real-time catch made it viral with remarkable organic 3.5M TikTok views and UGC about “Em Dam Mua Crystal Rave Vung Tau", and successfully kept the heat of Crystal Raver to next coming locales. Responding to the blasting phenomenon of Crystal Rave Vung Tau, Tiger Crystal events in the rest cities once again embraced the halo effect and led the social trend on Facebook & TikTok with the keyword "Crystal Rave - Water Festival," achieved 13.5 million views on TikTok for the hashtag #CrystalRave. PHASE 3: KEEP FIRE ONTHE GAME NEVER ENDSUnexpectedly, the campaign didn't end but activated the first-ever innovative Crystal Rave Metaverse with interactive livestream & activities from lead KOLs & Communities in various categories to intensify online users’ raving spirit & to keep the rave passion burning. To 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 usersIt is just the beginning of a blooming journey, Tiger Crystal will come back!

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