The Direct Marketing Network

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The black sheep in a sea of green. Tiger beer, the premium lager in a brown bottle floating in a sea of mainly green bottles from Europe. Tiger’s Asian heritage is not the main pull for consumers but it’s embodiment of individuality and creativity. It’s the way Tiger behaves that truly sets it apart. Tiger is not constrained by convention and as a brand it expresses itself as it pleases, its ‘urban grunge’ and likes to reward individuality and creativity. The idea was to create a fast and easy HTML based website for consumers to keep up to date with the many Tiger sponsored events which include dance parties, album releases, fashion clothing launches, theater and art exhibitions. Also consumers can keep up-to-date with Tiger news, giveaways and the annual and now international Tiger Translate. Consumers can also register for tickets to the events, enter the giveaways and view the photo galleries. Email updates are sent to the fast growing database to inform people when new content worth checking out has been added, a great way to keep the brand and consumer connected. The design style for the website has been chosen to reflect the brand essence - ‘urban grunge’. The site starts with the Tiger logo being spray painted onto city wall, along with peeling gig posters etc, this leads the visitor to the age checker. Once inside the site users brick wall and corrugated iron textures, the sort of thing you find in urban ally ways, the Tiger logo has been made to look like stencil art. Also a painted floral design on the wall underneath the bottle to help with the street art look and feel. The main content is displayed in a black panel using a HTML san serif typeface and images. The images have extra little messages added to them using a stencil and script typeface. We felt it was important that the overall design looked like it was created by friends of Tiger and not by a big corporate design company whose only concern was matching the brand colours and using the correct typeface. Lorenz Perry is the owner and creative director for Splinter Group www.splintergroup.co.nz Zoom

The black sheep in a sea of green.

Tiger beer, the premium lager in a brown bottle floating in a sea of mainly green bottles from Europe.

Tiger’s Asian heritage is not the main pull for consumers but it’s embodiment of individuality and creativity. It’s the way Tiger behaves that truly sets it apart. Tiger is not constrained by convention and as a brand it expresses itself as it pleases, its ‘urban grunge’ and likes to reward individuality and creativity.

The idea was to create a fast and easy HTML based website for consumers to keep up to date with the many Tiger sponsored events which include dance parties, album releases, fashion clothing launches, theater and art exhibitions. Also consumers can keep up-to-date with Tiger news, giveaways and the annual and now international Tiger Translate. Consumers can also register for tickets to the events, enter the giveaways and view the photo galleries.

Email updates are sent to the fast growing database to inform people when new content worth checking out has been added, a great way to keep the brand and consumer connected.

The design style for the website has been chosen to reflect the brand essence - ‘urban grunge’. The site starts with the Tiger logo being spray painted onto city wall, along with peeling gig posters etc, this leads the visitor to the age checker.

Once inside the site users brick wall and corrugated iron textures, the sort of thing you find in urban ally ways, the Tiger logo has been made to look like stencil art. Also a painted floral design on the wall underneath the bottle to help with the street art look and feel. The main content is displayed in a black panel using a HTML san serif typeface and images. The images have extra little messages added to them using a stencil and script typeface.

We felt it was important that the overall design looked like it was created by friends of Tiger and not by a big corporate design company whose only concern was matching the brand colours and using the correct typeface.

Lorenz Perry is the owner and creative director for Splinter Group www.splintergroup.co.nz

Posted on Wednesday, March 24 2010.
The Direct Marketing Network Welcome to the Direct Marketing Network (DMN) a newly formed Special Interest Group from the New Zealand Marketing Association, aiming to inspire business success through best practice in the disciplines of direct marketing.

To see more from the Marketing Association go to

Marketing Association

Or to see more from the Direct Marketing Network go to

Direct Marketing Network


Launched at the end of 2008, the DMN’s mission is to lead and grow the understanding, use and value that marketers, agencies and suppliers gain from best practice direct marketing, while protecting the interests of consumers.

The DMN’s objectives are to:

Promote a community where marketers can tap into innovative and successful direct marketing initiatives and the people who created them.

Present direct marketing learning opportunities that enhance marketers’ ability to produce better returns from their marketing spend.

Identify and recognise talented individuals within businesses, who are using direct marketing as a key driver to business success.

Build the trust and confidence of the New Zealand public by promoting regulatory services and marketing advice that encourages best practice, targeted and relevant direct marketing activities.

Over the coming year we will bring you practical examples of some of the best direct marketing activities, ways to improve your ROI, and opportunities to get together and share ideas with other marketers and leading industry experts.

Who is on the Direct Marketing Network Executive?

Hamish Travers, Twenty (Chairman)
Matt Cowie, Datamine
Sheena Ewing-Brown, AMI Insurance
Michael Griffith, Marketing Impact MessageMedia
Richard Penny, Fuji Xerox
Wayne Pick, Rapp
Matt Scott, DraftFCB
Fiona Woolley, New Zealand Post
Paul Sutherland, Kinetic121

This Blog is just one of the ways the DMN connects with the wider industry, highlighting the best work in New Zealand and overseas, essential and events for direct marketing professionals, along with some interesting opinions from the industry's leading practitioners.
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