The campaign, from Saatchi and Saatchi Singapore, includes a 30-second TVC entitled ‘Multiply’, which shows how two friends ‘meet’ more friends in a ‘magical’ way when drinking and clinking their Tiger Beers together over dinner.
The TVC culminates in a grand reunion of friends – in line with the real-life Tiger Lunar Extravaganza an Oktoberfest-style event for Lunar New Year being held at the Marina Promontory on 11 February 2011.
Billed as Singapore’s largest dinner gathering – 'The Tiger Lunar Extravaganza 2010' is looking to become Singapore’s own version of Oktoberfest, and there are hopes to make it an annual event.
Wong Mei Wai, head of marketing, Asia-Pacific Breweries Singapore (APBS), said they have learnt that a gathering or reunion for Singaporeans today mean more than just with family.
“Rather, it is an opportunity to get together with friends to enjoy an evening of great food, beer and fun. Thus, we have worked closely with our strategic partners to enhance the experience for Singaporeans with this Tiger Lunar Extravaganza,” said Wong.
To be hosted by Sebastian Tan and Denise Keller, the Tiger Lunar Extravaganza will include Asian pop singer Shi Xin Hui, Singapore’s Wendi Koh, fire twirlers Fireflys, and a 15-course Chinese buffet line from the Peach Garden Restaurant.
Wong added that APB wanted to take the opportunity during the Lunar New Year festivities to thank its loyal consumers.
Other events planned include roving gold bars and islandwide road-shows
Consumers stand a chance to win a limited-edition 1kg solid-gold bar as well as 88 other 100g gold bars worth over a total of S$100,000. An entourage of security officers will escort the 1kg gold bar while it makes its journey around 13 locations within the heartlands of Singapore. Singaporeans will get a chance to “celebrate the best” at these islandwide road-shows, with entertainment provided by local up-and-coming Chinese bands and artists such as the Funkie Monkies.