brief
tiger is an energy drink for people who’s gaming setup and internet connection is an extension of themselves.
since our target stays largely at home and in front of a screen, we needed to find a way to get them out in the stores, buying tiger.
idea
how do you make a traditional NCP campaign relevant to digital natives?
by calling the whole thing “u git wateva bruh” and turning the rewards into memes themselves.
execution
by collecting 5 receipts from tiger purchases you got to spin the “big tigro-wheel of lucky things and whatnot”
with “things and whatnot” being straight-up a 1000 bgn in a tiny briefcase to make you feel like you own these streets.
or a gen Z gameboy setup (aka a Nintendo switch).
a beefy prime-time vehicle (aka an electric scooter) with a tiger ear helmet.
or stuff to bash into your desk (aka gaming peripherals).
while the rewards were more or less traditional for a gaming-related brand, it was tiger’s relevant tone of voice that drew energy drink enjoyers buy the cans.
results
1300 digital natives went out and registered over 3500 receipts with tiger energy drink on them.
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client side: mihail velikov
creative director: angel iskrev
meme lead: boyan zlatarski
copywriter: tsvetoslav tsonev — tsuro
strategist: kristiyan stefanov
account executive: lubomir kashilski
graphic designer: filip shopov — fotoshopov
chief morale booster: cherry the doggo
