Y&R sends Halloween chills through spooky Tiger Beer campaign

The print campaign features the iconic Tiger bottle taking centre-stage in three equally iconic horror stories – Dracula, Frankenstein and The Mummy.

Each ad asks viewers to visit a specially created website Tigerbeerhalloween.com, where they will find e-greetings to send to friends, special scare tactics and event information.        
 
The campaign will run over the Halloween period and will appear in Malaysia, Mongolia, China, Australia, Cambodia and Europe markets.        
 
Y&R ECD Edward Ong, said, “Everyone seems to be celebrating Halloween these days: bankers, lawyers, office executives, secretaries, copywriters or politicians."

Ong said that Y&R wanted to remind everyone of the one thing that makes Halloween special - Tiger Beer. "It's a must-have accessory for party-goers everywhere, human or otherwise," said Ong.

The campaign has provided additional stimulus to strengthen Tiger's association with Halloween. "We're glad to have the team at APB as our partner and will definitely be celebrating Halloween with our favourite beer,” Ong added.
 
Credits:
 
Client Asia Pacific Breweries Limited
Product Tiger Beer
Campaign title Tiger beer Halloween
Strategy To remind drinkers to enjoy their favourite brew during Halloween
Media Print, online
Duration Halloween period 2010
Geographical scope of campaign
Mongolia, Malaysia, China, Australia, Cambodia and Europe.

Production credits:

ECD Edward Ong
Head of art Heng Yik See
Art director Joshua Tay/Jamie Toh
Account director Annie Boo
Planner Hari Ramanathan
Photographer Steve Koh
Production house Image Rom