Tiger Crystal - The Heat Exchange

MERIT Best use of digital screens: Single
The Heat Exchange - Cover.jpg




Tiger Beer Malaysia




Tiger Crystal, a low ABV lager positioned as ‘the ultimate refreshment’ had been in the Malaysian market for just over a year. As a new player in the category, sales volume and brand salience still had room for improvement. Tiger Crystal needed an integrated campaign that could capture the attention of Malaysian drinkers while also solidifying the brand’s position as the ultimate refreshment.


During the campaign period, Malaysia had been experiencing some of the hottest weather to date. It was the perfect opportunity to sell some refreshments while also pushing the brand narrative as the ultimate refreshment.

The idea behind The Heat Exchange was to generate discounts based on real-time weather data. When the heat goes up, Tiger Crystal prices go down. We created an algorithm that used real-time weather data from ‘Open Weather’ to generate nationwide discounts-basically an exchange rate.

Drinkers were able to purchase Tiger Crystal on a discounted rate based on the live temperature outside both on-ground and online.


Client: Tiger Beer Malaysia
Agency: Naga DDB Tribal
Chief Operating Officer: Clarence Koh
Chief Creative Officer: Alvin Teoh
Creative Director: Suryadipura Salleh
Associate Creative Director: Naqib Shamsuri
Creative Group Head: Gui Jiann Rong
Art Director: Jo Lian Chew, Thomas Thoe
Copywriter: Leann Fernandez

Head of Process Management: Chris Chan

Business Director: RZ Chew
Account Manager: Joyce Tee
Account Executive: Sarah Toolseram

Digital Agency: Chariot
Executive Creative Director: Jarrod Reginald
Creative Group Head: Christyna Fong
Copywriter: Kavinish Nair
Senior Designer: Charlene Wong
Managing Director: Adrian Cheah
Strategic Director: Bryan Leong
Senior Agency Manager: Vanessa Pang
Account Director: Nadia Iskandar van Wensveen
Account Executive: Nicol Tan

Media Agency: Dentsu Redstar
Planning director: Joanne Wong
Media Manager: Cassandra
Media Planner: Jia Wei??

Website Developer: SweetMag
Project Manager: Ivy Pang
Web Backend Developer: Hoe Meng Lee
Full Stack Developer: Suresh Kumar