Tiger: Uncaging Malaysia's first virtual street food festival

By leveraging digital-first activity to create a virtual food festival in the midst of the pandemic, beer brand Tiger was able to boost its brand power score and drive penetration, further strengthening its bond with its target audience in Malaysia.

Campaign details

Brand: TigerBrand owner: Heineken Malaysia BerhadLead agency: Dentsu XContributing agencies: Naga DDB, Reprise Digital, FreeformMarket: MalaysiaSector: Beer & ciderMedia channels: Content marketing, Mobile & apps, Online video, Print - general, unspecified, Programmatic display, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

Since 2016, beer brand Tiger had invested in building brand affinity with Malaysia's street food scene. Year after year, it would devise activations highlighting the brand's role in enhancing the street food experience among Malaysians. This has paid...

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