THE TRAFFORD DEN

Agency

SAMBAL LAB SDN BHD

Client

HEINEKEN MALAYSIA BERHAD

Product/Service

Tiger Beer

Brief

TIGER BEER IS A BOLD, COURAGEOUS BRAND BORN FROM THE STREETS OF ASIA. WE DON’T JUST SUPPORT FOOTBALL, WE CHAMPION ITS UNDERDOGS. SO, WHEN TIGER ANNOUNCED ITS OFFICIAL PARTNERSHIP WITH MANCHESTER UNITED FOOTBALL CLUB, WE SET OUT TO GIVE FANS SOMETHING BRANDS RARELY DO: A REAL PLACE IN THE GAME. BUT HOW DO YOU STAND OUT IN A WORLD DROWNING IN FOOTBALL SPONSORSHIPS, CELEBRITY ENDORSEMENTS, AND TIRED WATCH PARTIES?

Solution

IN FOOTBALL, ONLY LEGENDS LEAVE THEIR MARK.
ROONEY. RONALDO. BECKHAM. THEIR SIGNATURES ARE SACRED.
BUT LITTLE CARE IS GIVEN TO THE FANS 10,000KM AWAY IN MALAYSIA.
THE ONES THAT CHEER AT 3AM ARE NEVER REMEMBERED.

SO WE FLIPPED THE RITUAL AND GAVE FANS MORE THAN A PLACE TO CELEBRATE.
WE GAVE THEM A PLACE IN THE CLUB’S LEGACY. IN A SPORT WHERE ONLY LEGENDS LEAVE THEIR NAMES AND SIGNATURES BEHIND, TIGER BEER GAVE THAT HONOUR TO THE FANS.

ON THE FINAL GAME OF THE SEASON, MALAYSIAN FANS ARRIVED EXPECTING A WATCH PARTY.
INSTEAD, THEY WERE HANDED PERMANENT MARKERS AND TOLD TO SIGN THEIR NAME.
THOUSANDS OF REAL FANS SIGNED THEIR NAMES ON A BANNER. THAT BANNER WAS THEN FLOWN ACROSS THE WORLD AND INSTALLED INSIDE OLD TRAFFORD. THE CLUB’S HOME NOW CARRIES THE NAMES OF THOSE WHO NEVER STOPPED BELIEVING IN IT.