BRAND BUILDING
Harnessing Artistic Collaborations
Tiger Translate isn't only about music or art, but is a
global creative platform. It brings emerging creative
artists from the East and West together and showcases
their artistic collaborations to entertain, engage and
inspire. Through the collaboration of different artists it
seeks to challenge the conventions of art. Previous Tiger
Translate events have included beat boxing, creative light
art and a night of UV painting.
At the centre of every Tiger Translate experience is the
live creative event, at which, of course, Tiger beer is
served. These events are typically held in a cool, unique
venue whether that's an old railway station in Phnom
Penh, an art gallery warehouse in Sydney or a car park in
Dubai. The creative work of the artists, often including
live art, is the main focus but the events also include
consumer activities such as digital graffiti or quirky photo
booths to encourage consumer interaction.
Tiger Translate generates fantastic social media
opportunities, from event to content. It can be found
on Instagram and Facebook, with the latter having
a community of over 20,000 followers. The website
Tigertranslate.com houses a huge catalogue of work
from the 'Tiger Artists,' positioned within themes
including 'Streets,' 'Metropolis' and 'Gold' which represent
both Tiger beer and the fusion of East and West. It also
functions as an artistic playspace and a calendar of
upcoming events.
Finger on the Pulse
The brand essence of Tiger beer is Asian energy and
the 'Pulse of the Asian Megacity'. The Tiger Translate
platform allows these themes to combine, and reach
their target audience in an exciting, credible way.
As one of the Tiger Artists states; "What is needed today
is a platform which places the emphasis on art and the
creative process, and Tiger Translate is doing just that."
With sales of the brand going from strength to strength,
and more than 3.6 million hectolitres sold across 60
countries in 2012, their creative platform is without
doubt translating into success.
See the best of emerging Asian
creativity on the Tiger Translate
website
In 2005 Tiger Translate started a dialogue
between consumers and the brand in three cities
using a creative platform that combines live
music, motion art, digital graffiti, wall tagging, fashion,
dance, social media, visual displays and more. Today the
Tiger Translate footprint covers 23 cities, from London
to Bangkok. In 2013 a calendar of high-profile events
are planned around the world to continue to engage and
inspire.
I Tiger Translate events fuse together
I creative artists to entertain and inspire
Unleashing the Tiger
For every Tiger Translate experience, detailed toolkits
are developed. These include the concept for the event,
content and the surrounding activities to increase the
message reach.
I A Tiger Translate artist adds the final
I touches to his piece
Edition 2 2013 World of HEIN EKEN 13
