Tiger Beer campaign showcases 'great beer experiences'

The campaign will kick-start with the airing of a new television commercial, which was created by Y&R that holds the regional creative duties. The TVC and various through the line communication materials, which summarises the essence of 'Tiger time', are then adopted for the local markets by local agencies.

Meanwhile, DDB Singapore is responsible for the adaptation of the press ads and various point of sale materials. It is also working with APB on the various activation activities.

Special 'Tiger hour' deals will be launched at a range of bars and clubs in August, creating “Tiger time” experiences for consumers out relaxing with their friends. This initiative will be driven online, with a locater function available on the Tiger Beer website, which will alert consumers to the latest venues and promotions.

Aimed at reinforcing Tiger Beer’s positioning as the enabler of great beer experiences, the ‘Here’s to Tiger Time’ campaign has been shaped in response to overwhelming consumer insights that people are always finding new ways to spend quality time with their friends in an enjoyable setting.

It seeks to help Singaporeans alleviate the stress of everyday life by showing the ‘mental spirit’ consumers take on when they relax and live it up with their friends.

Wong Mei Wai, head of marketing at Asia Pacific Breweries Singapore, said, “Consumers can look forward to enjoying their own 'Tiger time' moments during the various planned campaign activities, each aimed at helping them to make that vital social connection with their friends. Tiger Beer is committed to its role as the social catalyst, by creating a series of initiatives to help Singaporeans live it up through their ‘Tiger Time’ experiences.”

Tiger Beer will also launch an online contest where winning participants’ home parties will be further enhanced with “Tiger Time” experiences via special 8-pack deliveries.

On-ground activation is also planned for central locations within the city. A competition will run on Tiger Beer’s Facebook page to challenge fans to identify the coordinates of a mystery party location and subsequently bring them together for a unique “Tiger Time” experience.

The beer brand will also be bringing the campaign to key sporting events such as the Singapore Formula 1 race - to be held from 23 to 25 September, and the nnew Barclays Premier League season.