UTC (Under the Cap) is an annual promo that Tiger Beer do to increase sales by giving away luxury car. Winner goes to anyone that can find the winning cap while drinking.
I work with another Art Director on this one. The POSM material was formulated by using the '‘Engage-Impact-Sales-Recall’' method which mean the material will appeal along as the whole going to a beer place experience. From parking lot leading to the entrance-the table-the toilet-the utensil to drive the promo to the target audience.
The drinking culture in Vietnam is still very out on the street and sit by the bench thing. So lot of research and thought have gone into understanding the local drinker’s behaviour and what drives them to make the purchase.
Few winners of the car happened within 2 months of campaign.
Tiger Beer, Vietnam