Client: Tiger Beer
Agency: The Secret Little Agency (TSLA)
Campaign name: #SayItWithTiger
Markets: Singapore, Malaysia, Thailand, UK, US, China and Australia
Campaign scope: Social, Digital, OOH channels
Campaign duration: Two months
Details: The campaign features a dedicated microsite and greeting generator for people around the world to send or reply with their own festive greetings.
Less than a week old, the campaign already features celebrities such Liam Hemsworth, Diego Costa, Emily Ratajkowski and Chris Bosh, doing their very best version of an authentic Chinese New Year greeting on the SayItWithTiger site.
It is supported across digital, social and retail channels, and features a key visual developed in collaboration with artist James Jean (USA), typographer Rizon Paerin (BEL) and the creative practice at TSLA led by chief creative officer, Hanyi Lee.
TSLA Shanghai is leading social and influencer management to give the campaign maximum amplification on WeChat and Weibo.
According to the agency, the campaign has received more a total of more than 1 million likes and shares since its launch five days ago with greetings flowing in from Japan, France, Saudi Arabia, Thailand, China, Malaysia and Australia.
Mie-Leng Wong, global director, Tiger Beer at Heineken Asia Pacific Breweries:
Chinese New Year is one of the most important festivals in Asia, and greetings play a very big part in these celebrations. As Asia's premium beer brand, we want to take a bold stand to champion Chinese New Year in Asia and beyond, by rallying the rest of the world in this one shared greeting.
Hanyi Lee, chief creative officer, TSLA:
#SayItWithTiger was founded on authentic social media behaviour, and is driven by a desire to relook the ways of expression during the festivities. Opening up this exchange of greetings on an international stage is a warm invitation for other cultures into ours.
Campaign Asia-Pacific’s view: We believe this is a very noble effort by TSLA to get Chinese New Year to feature more strongly in the global psyche.
As noted by TSLA chief Nicholas Ye in a call with Campaign Asia-Pacific, while Christmas is a major annual event for brands to make their mark globally in their marketing efforts, the same isn’t quite true for Chinese New Year—yet. This is certainly bound to change given the approximately 50 million ethnic Chinese living outside of China – and growing.
“We hope that Chinese New Year becomes the new ‘advertising Superbowl’ for Asia,” said Ye.
All in all, a strong effort by the agency in its first major work for the Tiger brand since winning the account last year.
Creative & technology team - Led by Hanyi Lee
Strategy team - Led by Eunice Tan
Integration team - Led by Nicholas Ye