The latest campaign for Tiger Beer’s long-running ‘Tiger Street Football’ kicked off in Vietnam with a campaign fronted by former Manchester United star Rio Ferdinand.
The Southeast Asian football festival and marketing initiative sees England and United centre back Ferdinand front an initiative that aims to give unknown street football talent a stage to showcase their skills.
The latest iteration of this ongoing, multi-market street soccer festival kicked off in Vietnam in April with series football tournaments by top local teams and its specially-constructed pitch will end up in Ho Chi Minh where the winning side will take on Ferdinand and four other former international footballers in a five-a-side Grand Final tournament for the crown of Tiger Street Football 2019 champion.
The other famous footballers joining Ferdinand on the initiative include former Man Utd teammate and South Korean star Park Ji-sung, Chelsea icon and former Ivory Coast captain Didier Drogba, plus Portuguese legend Luis Figo and Real Madrid and Brazil star Roberto Carlos.
The campaign was created by agency Arcade Singapore and led by a pair of 60-second spots called ‘Genbot’ (which addresses the audience in a second person’s point of view urging them to join the tournament)
and ‘Master’ (which tells the story from the perspective of tournament ambassador Ferdinand).
The marketing also features a user-generated content series called #HeyRio which sees street players able to challenge Ferdinand through social media in preparation for the upcoming Tiger Street Football tournaments.
A further strand of the campaign enables fans and participants to purchase exclusive street wear designed by Singapore street artists Jahan Loh for Ferdinand’s own fashion label FIVE Supply at physical pop-up shops during tournament period at selected locations.
The tournament is further supported by local campaigns spanning television, online, OOH and print.
“Recognizing thirst for dynamic football action, we’re thrilled to offer a stage for emerging footballers to showcase their skills and uncage their talents, providing them the opportunity and courage to roar for the world to hear,” explained Venus Teoh, Director International Brands at Tiger.
“We’re equally excited to have global football legend Rio Ferdinand on-board with us to inspire and engage local footballers and fans alike, showing them how following your passion and uncaging your inner tiger is the key to success.”
“Growing up, the streets of Peckham were the only place where I could kick the ball and work on making my dream of becoming a professional footballer a reality,” added Ferdinand.
“The streets were my stage, the place where I uncaged my inner tiger, day and day again. No matter how many times I got knocked down, no matter how many times they told me I couldn’t do it, I got up again and again because every day is a new chance to become a legend. With Tiger Street Football I hope to inspire raw football talents in Southeast Asia and together with Tiger Beer, provide them with opportunities to shine.”
“Rio Ferdinand’s inspiring ‘uncaged’ story from the streets of Peckham truly embodies the Tiger beer spirit and sets the stage for a very robust communications campaign, online to offline and back again, giving the spotlight to Asia’s unsung street football heroes,” said Arcade’s Chief Creative Officer Gary Tranter.
“It was great to be part of this campaign with Tiger Beer.”
Comment:
Tiger Beer, one of Asia’s best selling international premium beer, has run thus non-stop series of local football tournaments since 2013 and its campaigns for them are typically integrated and fronted by famous football faces with work spanning above-the-line advertising, consumer created content, online work and local executions.
The 2017 iteration reached nearly 1.1 million fans (a 76% growth compared to the previous year) and this year’s marketing initiative follows on from the 2018 tournament’s kick-off campaign in Cambodia (see case study).
Links:
Tiger Beer
https://twitter.com/TigerBeerSG
https://www.instagram.com/tigerbeer/
https://www.facebook.com/tigerbeer
https://www.youtube.com/user/tigerbeer
Arcade Singapore
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