Tiger Kazakhstan
General Producer: Malika Hakim
Creative Director: Alexandr Galayev
Account Director: Laura Turakeldiyeva
Art Director: Ashir Muminov
Event Director: Oxana Yelkina
Digital Specialist: Anastassiya Sabadasheva
Designer: Anna Afanasieva
Event Agency: 7 Rivers
Situation
Tiger is a worldwide popular lager brand from Singapore with the spirit of holidays in Southeast Asia. However we still did not have a presence in Central Asia, and Kazakhstan is our gateway to the region.
Problem:
Quarantine restrictions, traffic collapse at customs, alcohol advertising law restrictions, and a series of negative events in the region at the moment of the distribution start made our brand launch complicated.
Idea:
For many alcohol brands, the only way to promote products is through trade activities. But we have found another bold way to share our brand story and philosophy – immerse the audience in the Tiger’s homeland Singapore atmosphere.
Solution:
We created the First in Kazakhstan two-day urban, art, food, and music festival - Tiger Summer Fest. Huge Singapore street decorations, unique Indie line-up, a wide selection of Street Food pairings for our beer, art performance, and fair with local talents – all of this is Tiger Brand platform. All of this - is Tiger Summer Fest.
Results:
Despite advertising restrictions, we received 2,5 mln of organic Reach, and what is important – we gathered our Core Target Audience as Festival guests and presented them with the two-day journey into our Brand.
Tiger’s tagline is "Uncage". And the Tiger brand launch in Kazakhstan is our uncage story.