The Campaign

We wanted to preserve Singapore’s hawker culture for generations to come. #UncageStreetfood was more than an advertising campaign with a start and stop date. It was designed to be a cultural movement that got Singaporean’s skin in the game and encouraged everyone to participate to protect this cultural icon.

Creative Execution

We started with a series of films that celebrated the craft that went into our local dishes, provoking a question: are we taking our street food for granted?   Then, we rallied Singaporeans show appreciation for their favourite hawkers in a way they know best – through social media. People expressed their strong support for our efforts, and even stronger support for hawker food. We took these sentiments gathered from our hashtag, and turned them into an outdoor campaign, with ads being written by Singaporeans themselves, to spur on other Singaporeans. We then held events nationwide to drive consumption of street food and shine a spotlight on hawkers. And through our sales garnered from this movement, we raised more than $250,000 for the Street Food Support Fund to provide financial support for up-and-coming hawkers.

Results

TOUCHED 90% OF SINGAPOREANS WITH A POSITIVE RALLYING CRY *The campaign generated over 4.8 million views – with 90% of Singaporeans seeing the films *99% positive comments in a country notorious for negative remarks online *Over 5,000 unique posts dedicated to our movement *Over $2 million in additional PR coverage and earned media *$250,000 raised to support the next generation of hawkers *Brand affinity rose to its highest since 2013 MARKET SHARE INCREASED TO A TWO-YEAR HIGH *Increase in volume percentage share in hawker/coffee shops from 23% in March 2015 to 28% in June 2016. *Increase in volume of 633ML cans sold in hawker/coffee shops from 1,500 in March 2015 to 1,900 in June 2016. *Increase in overall volume in modern-on trade from 1,600 in March 2015 to 2,000 in June 2016 even as Calsberg, the largest competitor decreased, and other competitors plateaued.

The campaign was focussed on building a relationship with the target audience, and was powered by their response to the films. The call to action was also inherent to the idea — as we challenged Singaporeans to stand by their favourite hawkers, to celebrate their craft and dedication, then turning their interactions into outdoor ads that all hawkers could see.

As the number one beer brand in Singapore, we wanted to reach as many people as possible to impact behaviour on a mass scale. We applied a 3-phase model to bring the idea to life: JOLT A REACTION We launched films that featured our hawkers, and showed the level of dedication that went into their dishes. These films were emotionally charged to jolt a reaction from Singaporeans. MOTIVATE ACTION Then, we turned reaction into action. We urged people to support their favourite hawkers, and share their moments with hashtag #UncageStreetfood in support of our campaign. DEMONSTRATE COMMITMENT We then needed to put our money where our mouth was and demonstrate our commitment to championing hawker food. A percentage of the proceeds from sales were funneled into Tiger Beer’s inaugural Tiger Street Food Support Fund, which was designed to offer financial support up and coming or aspiring Singaporean hawkers.