UNOFFICIAL OFFICIAL HISTORY OF SINGAPORE

TitleUNOFFICIAL OFFICIAL HISTORY OF SINGAPORE
BrandASIA PACIFIC BREWERIES SINGAPORE
Product / ServiceTIGER BEER
EntrantBBDO SINGAPORE Singapore, SINGAPORE
Entrant Company BBDO SINGAPORE Singapore, SINGAPORE
Advertising Agency BBDO SINGAPORE Singapore, SINGAPORE
Media Agency STARCOM MEDIAVEST GROUP Singapore, SINGAPORE
Production Company GREAT GUNS London, UNITED KINGDOM

Credits

Name Company Position
Primus Nair BBDO Singapore Executive Creative Director
Gary Lim BBDO Singapore Art Director
Jing Qiu BBDO Singapore Art Director
Nikhil Panjwani BBDO Singapore Copywriter
Luke Vijay Somasundram BBDO Singapore Copywriter
Joe Braithwaite BBDO Singapore General Manager
Fiona Huang BBDO Singapore Account Director
Adeline Kwek BBDO Singapore Account Director
Mindy Yap BBDO Singapore Planning Director
Ann May Chua BBDO Singapore Agency Producer
Amanda Wu BBDO Singapore Traffic / Art Buyer

The Campaign

Having projected a confused, Western image in the last decade – Tiger was losing its distinctiveness as the iconic Singaporean beer. To reclaim its place, Tiger needed to prove to its drinkers that it knows Singapore best – better than Singaporeans themselves, with its ‘Unofficial Official History’ campaign.

Success of the Campaign

The campaign resonated with young Singaporean drinkers, hitting over 3.5 million video views online & over 100,000 social actions on Facebook (Source: Client Data). In fact, our Kallang Wave video was rated most engaging content in the AP region, the first 6 days it was launched. (Source: Unmetric). We also got Singaporeans talking about Tiger, with over SGD 1.1. million in earned PR value. (Source: PR Agency). Ultimately, Tiger reclaimed its place as Singapore’s beer amongst our core target, with a 5% uplift in scores for ‘National Symbol’ during the campaign period vs. same period last year. And despite a year where the number of beer brands have grown from 150 to 163, Tiger successfully maintained its ‘Main Brand Usage’ scores during the campaign period vs. same period last year. (Source: AC Nielsen).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Tiger’s “Unofficial Official History of Singapore” unfolded in 3 phases: 1. Intrigue: Prior to the launch, we planted a mysterious crate in a pre-war bunker, filled with paraphernalia of Singapore’s historical “secrets” along with a Tiger can and bottle from 1965. As soon as it was unearthed and documented by a local heritage blogger, we amplified its discovery through influencers across online and offline media. 2. Introduce: We then launched our campaign revealing the history of Chicken Rice and the Kallang Wave across TV, cinema, social media, digital, OOH. We even brought back the original 1965 Tiger Beer livery on our packs – letting people drink a piece of Singaporean history at home or at a bar. 3. Involve: To deepen engagement, extended content was created for the audience to explore these stories further on our campaign website as well as on Facebook.

Tiger Beer – market leader in its homeground; Singapore, faced 2015 with a new alcohol ban of public consumption and sales after 10.30pm. With reduced drinking opportunities, sustaining leaderhip meant maintaining brand usage amongst its regular 25-34 y.o. male drinkers when they do drink beer. And to reconnect with its drinkers, we needed to drive an authentic point of difference by reclaiming its place as the iconic beer of Singapore. Tiger has been at the heart of local culture since Singapore’s birth in 1965, and has lived to see it all – more than Singaporeans themselves were aware of!! Or so we’d like them to think. So Tiger took it upon themselves, as the iconic Singaporean beer, to reveal the “unofficial” (read: made-up) history of 2 well-loved Singaporean icons : Chicken Rice and the Kallang Wave.