Tiger Beer: 50 must do things in Asia

Iain White and Yingyos Vuttisant

Campaign details

Brand owner: Asia Pacific Brweries
Agency: JWT Bangkok
Brand: Tiger Beer
Country: Thailand
Channels used: Events and experiential, Mobile and apps, Other and ambient media, Point-of-purchase, in-store media, Print - general, unspecified, Social media
Media budget:Up to 500k

Executive summary

How do you advertise to a constantly moving target?

With the clever use of a small budget and creating a new medium – one that allowed us to be an invaluable part of our 'heavy' customers lives.

Tiger had a couple of big challenges behind the campaign; being small it had little money, and its core target were transient tourists not reached by traditional Thai media.