Tiger Brands: THE TIGER ALPHABET

Credits & Description:

Type of entry: Use of Promo & Activation
Category: Use of Guerrilla Marketing in a Promotional Campaign (Small Scale)
Advertiser: TIGER BRANDS
Product/Service: TIGER BRANDS
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA

Client: TIGER BRANDS
Product: TIGER BRANDS
Entrant: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Type of Entry: Use of Promo & Activation
Category: Use of Guerrilla Marketing in a Promotional Campaign (Small Scale)
Entrant Company : TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Advertising Agency : TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Production Company : 7FILMS Cape Town, SOUTH AFRICA

Executive Creative Director: Adam Livesey (Tbwa Hunt Lascaris Johannesburg)
Creative Director: Justin Wright (Tbwa Hunt Lascaris Johannesburg)
Design Creative Director: Sacha Traest (Tbwa Hunt Lascaris Johannesburg)
Art Director: Thereza Norton (Tbwa Hunt Lascaris Johannesburg)
Copywriter: Natalie Rose (TBWA/Hunt/Lascaris Johannesburg)
Designer: Ciara Moore (TBWA/Hunt/Lascaris Johannesburg)
Agency Producer: Ingrid Shellard (Tbwa Hunt Lascaris Johannesburg)
Production Director: Craig Walker (E Graphics)
Business Director: Sharon Wilson (TBWA/Hunt/Lascaris Johannesburg)
Business Director: Niki Cinnamon (TBWA/Hunt/Lascaris Johannesburg)
Account Director: Vanessa Maselwa (Tbwa Hunt Lascaris Johannesburg)
Director: Kofi Zwana (7 Films)
Producer: Jason Plumbly (7 Films)
Creative Coordinator: Muriel Brink (Tbwa Hunt Lascaris Johannesburg)
Editor: Jonty Pressinger (7 Films)
Audio Engineer: Geoff Kock/Aex Picard (Freelancer)
Animation: Carl Jeppe (Wicked Pixles)
Photographer: Mark Lanning (Photographer)
Photographer: Clive Stewart (Clive Stewart Photography)
Photographer: Des Ellis (Des Ellis Photography)

Describe the brief from the client:
The objective of the campaign was to create a CSI project driven by Tiger Brands in underprivileged schools in South Africa to help children to read and write, aiding them with their foundations and helping to alleviate the high levels of illiteracy in our country.

Promotion Development:
We created an entire alphabet using many of South Africa's most loved brands from the largest FMCG company in Africa, Tiger Brands, and used it to help children in schools to learn to read and write. Packs were sent to schools in the form of books that doubled up as classroom wraps, keycards, posters, alphabetical blocks and stickers.

Results:
The rate at which children were able to recognize the letters from their brands was testimony to the fact that children are learning every day the moment they are born. We documented a rapid increase in children learning how to read from classroom to classroom. School teachers and heads of schools requested more Tiger Alphabet packs. We foresee that this addition to schools will have a massive positive impact on our children being able to learn to read and write for years to come.

Relevancy to Product/Service:
By using the very brands these children have grown up with and have come to love, we were able to provide children with a highly useful tool to learn how to read at such a crucial age. We chose to use brands in The Tiger Alphabet they interact with on a daily basis; brands that are so entrenched in these children’s lives that when they close their eyes they can see them straight away.