Competition: Heineken Challenge 2017
Task: Create a social media campaign for Tiger Beer to build a positive brand equity and convert to penetration amongst the millennials, all while preserving the brand's heritage. The younger generation was to be fostered as the new face of the brand without losing respect from Tiger Beer's current drinkers.
Though my team did not advance to the Finals, the Management and Heineken Challenge team was truly impressed with the high quality of work submitted. Below are the comments to our proposal by the judges of the competition.
Judge 1: Very interesting idea of creating a persona of Tiger mom. It makes the brand relatable with an element of humour to it. However unsure about having hostile conversations with Carlsberg. Following two stages are interesting too, can elaborate more on how these activities will translate into habitual drinking of Tiger Beer.
Judge 2: Although I must say Tiger mum is a great idea, dissing other company might not be a good move, reputation wise. That being said, the other ideas are bold and novel. More could be said on the financial viability of the ideas. Overall, great effort team!
Judge 3: Some good insights on the 3Cs - Consumers, Competition and Company - and the status of our current social media standing. Loved the courage of the team in exploring boundaries with "Tiger Mum" while being savvy enough to consider the pit falls. Also like the concept of "break the ice" and "uncage your heart" which is in line with the brand values while exploring local issues. Interactions required from the general public is also less forced as compared to competitions which might work even without incentives. To make it better, also consider how the campaign is going to generate penetration/brand sales. Is it going to be from existing channels/packtypes or do we have to do something to induce sales?