Full Version Guinness Anchor Berhad Annual Report 2009 - Gab

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40 GUINNESS ANCHOR BERHAD (5350-X) MANAGEMENT REVIEW - BRAND HIGHLIGHTS Tiger FC has always rewarded fans for their participation, and this Big Away Game was no different. Tiger FC’s Predict & Win contest awarded the lucky fan who correctly guessed the Arsenal-Manchester United outcome with a framed Arsenal FC jersey autographed by the entire first team! Taking the Beautiful Game East In March 2009, 600 football fans gathered in Kuching for the Tiger FC Big Away Game’s East Malaysian debut to catch the match between Portsmouth and Everton. In April 2009, Kota Kinabalu played host to Tiger FC’s Big Away Game with a massive football viewing setup erected at Tanjung Aru Plaza. FOOTBALL COMES ALIVE WITH TIGER FC FANTASY LEAGUE Tiger FC brought fans another unique football experience via the Tiger FC Fantasy League. This immersive online game allows participants to compete with other aspiring managers in drafting a dream team of 11 players with a budget of 115 million pounds. The all new Tiger FC Fantasy League platform featured a new and improved interface, a more competitive scoring system and great prizes throughout the season. It also featured a tweaked format providing the chance for veterans and newcomers alike to showcase their talents.
GUINNESS ANCHOR BERHAD (5350-X) 41 In addition to the thrill of matching wits with other football fans, Tiger FC ensured that the top Tiger FC Fantasy League players were rewarded with top prizes. The top-scoring player throughout the season won an all-expense paid trip for two to London to catch a football match along with RM1,000 spending money. Additionally, there were autographed football merchandise from Arsenal and FC Barcelona, as well as mobile phones, game consoles, iPods, Tiger FC merchandise and cash prizes for managers who proved themselves exceptional at the beautiful game. CHANGE HAS COME To highlight Tiger’s growing affinity with discerning consumers in the Northern Region and to celebrate the brand’s leadership position there, we ran the Tiger “Change” campaign, a tongue-in-cheek adaptation of US President Obama’s presidential campaign. The Change campaign spelt out that, following Tiger’s success around the world, we were proud to be no. 1 in Penang and other places in Malaysia. Our Change activities entailed running a series of press advertisements and distributing button badges, car stickers and posters to drive awareness. TOGETHER, MAKING A DIFFERENCE In the last 15 years, Tiger has been instrumental in raising support for Chinese education in Malaysia through the Tiger Sin Chew Chinese Education Charity Concerts (CECC) programme. This initiative involves holding charity concerts featuring talented local and foreign artistes in support of participating schools. To date, over 360 schools have benefitted and more than RM170 million has been raised to help needy schools develop their infrastructure and facilities. The first phase of FY2009’s CECC programme held in November 2008 involved the participation of a total of five schools from all over the country. All in all, the year’s programme raised some RM2.96 million and featured local and international artistes, lion dances and fund raising dinners. Several of the artistes involved in the programme also took part in a community “gotong-royong” event held in November 2008 showing that the communal spirit is very much alive and well. With partners Sin Chew Daily and Guang Ming Daily, Tiger helped repaint the Ping Pong Hall of SJK (C) Chi Ming 1 in Tangkak, Johor. WINNERS ON THEIR OWN TERMS As an Asian beer with an international reputation, Tiger has stayed true to its heritage and has won a large global following among those who prefer a beer with a bold character and identity. It comes as no surprise then that when we looked to design our new limited edition bottles, we sought out Asian artistes that had a sense of confidence and belief in their own vision and a passion to create art that was authentic. We commissioned Rostarr (Romon Yang) and Tomas Goh, two Asian artistes who are making waves in the international arena with their new and innovative design language. Like Tiger Beer, Rostarr and Tomas are winners in their own right and we felt that they truly represented the spirit and philosophy of Tiger Beer. The result of their efforts was three cool, unique, and eye-catching limited edition Tiger Beer bottles all inspired by contemporary culture and an expression of these artistes’ own personal experiences, influences and convictions.
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