COURAGE IS OFTEN INVISIBLE  

In modern life, there are not many occasions for big, glamorous courageous actions to emerge. Courage, nowadays, often takes form in small actions that require one to step out of their comfort zone. Standing up against a bullying friend, asking for a salary raise, confessing to your crush, etc. These are all courageous acts. Yet they often go unrecognized, under-celebrated - invisible to others. Vietnamese's courage lay in the fact that they persevered and every small thing they did to stand, to move forward, to not back down, was proof to themselves that they are courageous, especially in the tough year.

So this festive, we cheer for that - celebrate and acknowledge any act of courage our tigers have manifested to push through the year.  

YOUR YEAR OF COURAGE  

A campaign that highlights and celebrates the courage of Vietnamese people during tough times and encourages the spirit to move forward in the coming year. Because Tiger is here, helping consumers make their courage visible, and showcasing these visible courage altogether to inspire all other Vietnamese people.  

We deliver the campaign's ingenuity via innovative approaches:  

Story-innovating: Before inspiring others, we must first aspire ourselves. To this end, Tiger is taking proactive steps to elevate our own courage, marked by the launch of a sleek can - taller version that embodies innovation and progress  

Story-doing: Everyone has their own courage story. Tiger initiates the O2O chain of experiences from honoring, celebrating, rewarding and cheering with personalization via AI technology. Besides, Tiger collaborates with largest ceremony  

Story-responsibility: Courage with responsibility. Under the strict D100 policy on alcohol, Tiger takes meaningful support via collaboration with Grab and Xanh Taxi to keep them courageous and responsible.

We transform INVISIBLE COURAGE into VISIBLE COURAGE by celebrating on the VISIBLE STAGES.  

Phase 0 - LAUNCH:  

To make consumers' courage visible, we must first make our OWN COURAGE VISIBLE by launching the new sleek can. However, Tiger is not the first one to launch the taller can version, to catch the attention, Tiger sleek blows the meaning into the launch - The 'Taller Can' encourages drinkers to hold their heads higher, with each sip embodying elevated cheer and fun. This exciting approach delivers our message of 'higher cheer, higher fun' to celebrate courage this year via communities and KOL inspirations. highlighting the Tiger Sleek Can with impactful visuals featuring KOLs alongside iconic landmarks. Additionally, we'll curate authentic content to illustrate the enhanced experience (premium image, taste, etc.) through a diverse range of content.  

Phase 1 - EXPOSE:  

We celebrate individual courage with our DIGITAL HUB CONTENT - VIRTUAL VISIBLE STAGE, using AI to help each person showcase their journey of courage online. This microsite curates 'courage' content from users’ personal social accounts, enabling them to create their own narrative video effortlessly to share on social media. The activities bring surprising outcomes of their bravery that even they can’t recognize about themselves over the past year, which trigger the viral and shareable from KOLs, community and consumers.  

Not to stop at that, Tiger invites the Hall of Courage at Etera event, offering individuals A REAL VISIBLE STAGE for personal recognition and celebration. We involve KOLs' loved ones, fostering authenticity and sparking a heartfelt celebration that spreads like wildfire via social media, compelling consumers to embrace this unforgettable offline experience.  

Phase 2 - UNITE  

We amplify individual courage by sponsoring the biggest award in Vietnam - We Choice Awards, in alignment with Tiger's mission of inspiring community courage. Expanding beyond a single event, we host the series 'Đại tiệc khai xuân bản lĩnh' across Tiger outlets in Vietnam. With support from the social community, we authentically unite individual acts of courage for collective celebration.  

Phase 3: CELEBRATION  

After receiving recognition, Tiger hosts genuine celebrations for consumers, featuring Tiger beers as the centerpiece. We carefully select courageous local KOLs to join and cheer alongside real consumers. Throughout this journey, we acknowledge the challenges some consumers face due to policies like D-100. Remaining committed to responsible drinking, we proudly convey the message 'Bản lĩnh nhưng không liều lĩnh.' Partnering with Xanh SM and Grab, we offer safe commuting solutions from outlets to homes, which are announced and widespread via mass communities, ringing the bell on drinkers' responsibility with meaningful support from Tiger. This effort marks the memorable wrap-ups for the campaign.

The campaign's direct impact on business metrics includes an 8% increase in sales volume and a 0.7% rise in market share. Additionally, it has yielded numerous favorable communication outcomes: achieving the top position in the BSI ranking for January 2024, generating over 4 million buzz and nearly 1.7 million engagements. Noteworthy is the 1.5% increase in Brand Power during Q4'23.    

Furthermore, the campaign garnered 3 million buzz, accompanied by over 1.6 million engagements across platforms. For two consecutive months, it remained on the BSI rankings, showing remarkable progress from top 3 to top 1.