Tiger wins again at Singapore Media Awards 2009

The Tiger and Mindshare partnership added to its SMA 2008 'Best Use of Outdoor' trophy collection by winning SMA 2009 'Best Use of Newspaper' category for its Tiger Football Survival Kit campaign.

Here is a snapshot of the award winning campaign.

Tiger beer is the TV broadcast sponsor of the English Premier League football championship. This has entrenched the Tiger brand in the hearts and minds of football fans in Singapore.

Its football KPIs are measured as :

a) NFS
‘Nett Football Score’ in the TNS Malt Liquor Brand Tracking (MLBT) Survey.

b) NGF
‘Nett Gap Factor’, the Percentage Difference between Tiger NFS and Carlsberg NFS

Tiger NFS – Carlsberg NFS
______________________ x 100%

Tiger NFS

If positive (+%) = Tiger wins
If negative (-%) = Carlsberg wins

As Tiger started its football campaign in August 2008, its monthly NFS has been declining and it recorded its worst NGF score in June 2008, due to the previous Carlsberg’s massive Euro 2008 campaign.

So Tiger needed a remedy to restore healthy connections with the football fans, not only as the leading brand in football, but as the brand who truly understand the fans’ football experiences.

'Instead of simply running a series of advertisements to announce the sponsorship of yet another English Premier League season, which would also have mirrored the Carlsberg Euro 2008 campaign, Tiger needed to create conversations among the fans to rejuvenate its affinity with football and to recapture share of minds,' said Jimmy Lim, Head of Invention of Mindshare Singapore.

From a series of focus groups, we found out that football fans will go through great lengths to enjoy the EPL telecasts. They do not want to miss a single beat of the 40 weeks of non-stop football action.

But they have their daily routines such as work, social lives and family commitments that will constantly distract them from truly enjoying the EPL action.

To make matters worse, the suspense of watching their teams battle in the world’s most competitive football league will increase their stress levels.

We leveraged on the fact that The New Paper is the de facto source for the latest news surrounding the EPL.

To create immediate traction for Tiger’s football package sponsorship in The New Paper, we conceptualised and produced a Tiger Football Survival Kit for fans to survive potential ordeals over the course of the new 2008/09 English Premier League season.

The results? Tiger's average NFS was higher than Carlsberg from August 08 till May 09. Not only that, Tiger's NGF was reversed from negative to positive over Carlsberg for 7 consecutive months!