Tiger Beer: Uncaging ambition across every channel

The challenge

Large-scale events remained on hold in 2022, limiting on-ground activity across many sectors, including the arts. Myanmar’s emerging local-art scene had been slowed by restrictions, while unpredictable network blackouts made it harder for artists to express and share their work. At the same time, beer brands had traditionally relied on physical activations to connect with audiences.

What Tiger wanted to achieve

Tiger set out to show Myanmar what it means to “uncage your tiger” by becoming the first brand in the market to support local artists in putting their art and creations in front of a broad audience. The Year of the Tiger offered a once-in-twelve-years opportunity to own that message, while Myanmar’s nationwide billboard network offered a physical canvas for local work.

A nationwide omnichannel campaign

Nexlabs connected the ambition platform across digital, out-of-home, below-the-line and on-ground activity. The work used culture, music, public space and participation to keep the campaign visible even while conventional large events were constrained.

• A nationwide ambition billboard programme that turned OOH sites into artists’ canvases
• The first locally produced 3D out-of-home execution, made in-house
• The year’s biggest music video, made with X-boxin, May and almost 100 KOLs
• The campaign’s loudest and most distinctive OOH nationwide
• Digital, BTL and on-ground campaign activity
• A karaoke-booth activation delivered as part of the full campaign

The campaign platform

The Year of the Tiger Myanmar website served as the main platform for the ambition programme. Nexlabs designed the customer journey and delivered the front end, back end and ongoing maintenance, giving the campaign a central digital destination.

Software to hardware

For Tiger Karaoke, Nexlabs created the complete experience from software through to hardware. This brought the anthem and music-led campaign into a participatory BTL format rather than treating karaoke as a standalone event feature.

The campaign outcome

The work was credited with making Tiger Myanmar’s number-one beer brand during the Year of the Tiger. Its nationwide OOH became the brand’s most distinctive and visible outdoor programme of the year.