Launched with a series of 10- to 15-second video teasers that comprise snippets of the new commercials, the campaign adopts a central theme of depicting scenarios involving a man who travels the world and comes unstuck from tricky situations by using Tiger Beer.
These teasers, which can be viewed on television, the company’s official website and Facebook page until 15 February, end with a call to action for viewers and consumers to look out for the full series of commercials on 16 February.
The TVC's are produced by regional agency of record Y&R, print and outdoor is from DDB, and digital was handled by Band.
Rene de Monchy, head of marketing of Asia Pacific Breweries Singapore, noted that the commercials reflect Tiger Beer drinkers as men who use their ingenuity and smartness to overcome tricky situations.
“During the upcoming months, we hope to strengthen our connection with Tiger Beer fans in Singapore beyond the traditional and online media platforms through our on-ground activities such as the ‘Live It Up’ party which promises to provide a new social and beer experience.”
In addition, a Tiger Beer “Live It Up” contest will be launched on the Facebook page at the end of the month, with exclusive invites to a party which will be held at a mystery location in March up for grabs.
The winners will be informed to download the new Tiger Beer mobile phone application, to register themselves for the event and find out more about the event theme and details.
The mobile phone application will be further developed to serve as an information tool for consumers to locate bars in Singapore and learn about any available promotions.
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