Situation:

During the lockdown, thousands of street food vendors were going out of business despite the fact that Malaysians were longing for an authentic street food experience.

Brief:

As a brand that has been championing street food year after year, how can Tiger Beer continue championing street food during the pandemic era?

Objective:

Grow Brand Equity by reinforcing association with Street Food

The Tiger Street Food Virtual Festival is not supposed to be another food-ordering platform. People can already do that.

But what’s missing is the experience that comes with the interaction when Malaysians visit our favourite street food joints – the excitement of hanging out with friends or bumping into someone we know unexpectedly, checking out the sea of options we have before deciding what to order, street performances, the sights, smells and sounds of street found.

That’s why each of these elements was integral when we designed the Tiger Street Food Virtual Festival from scratch.

While we wanted to help the street food vendors to sell more food to Malaysians and save their businesses, the bigger drive was to bring back the excitement of street food.

Target Audience

Aspirational: Men & Women aged 21-35 year-olds, The emerging generation who are ambitious and feel life is what they make of it.

Volume: Men & Women aged 21-54 year-olds. Non-Muslims.

Approach

Street food had become an ordinary, transactional experience during the lockdown. Through social listening, we found that Malaysians stuck at home were not just craving real, authentic street food, but the excitement that comes with it when dining at a physical street food stall. As a brand that has been championing street food, we took on the challenge to bring this experience to Malaysians so they could experience the sights, sounds, smells, and even the taste of street food despite being in lockdown.

Implementation

We created the World's First Street Food Virtual Festival from scratch. The festival vibes were in full swing with customized avatar OOTD options, games and activities, and even a live concert.

To ensure a cross-dimensional experience, we then partnered with street food vendors throughout the nation placed at a central kitchen and set up our own food delivery system so users could enjoy the festival online while savouring street food at home. With just a tap, a hot serving of your favourite street food will be delivered right to your doorstep along with a cold can of Tiger Beer.

Timeline

Virtual Festival Website Live Dates: 11/11/2021 – 31/12/2021

Placement

1. KOL

2. Social

3. Branded Content

4. Programmatic

5. Newspaper

6. Rich media

Scale

We collaborated with a total of 88 vendors who sold more than a hundred varieties of food on our Virtual Festival, garnering 278,952 site traffic.

Over RM1.5 million raised for Street Food Vendors

37,468,193 Impressions

278,952 Tiger Street Food Virtual Festival site traffic

83% Total Campaign Reach vs KPI of 80%

The campaign drove brand meaningfulness, with the median age group expressing a deeper interest in the brand and indicating Tiger Beer as a brand that stands out from its competitors.