| Title | THE LETTER |
| Brand | ASIA PACIFIC BREWERIES SINGAPORE |
| Product / Service | TIGER BEER |
| Category | A03. Online: Fiction |
| Entrant | BBDO ASIA Singapore, SINGAPORE |
| Idea Creation | BBDO ASIA Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Primus Nair | BBDO Singapore | Executive Creative Director |
| Christie Way | BBDO Singapore | Creative Group Head |
| Imran Chaudhry | BBDO Singapore | Copywriter |
| Michelle Tan | BBDO Singapore | Account Director |
| Deborah Mark | BBDO Singapore | Account Executive |
| Ann May Chua | BBDO Singapore | Agency Producer |
| Kelly Togashi | BBDO Singapore | Associate Planning Director |
The film tells the true story of Mr. Lee, a man whose 3 children have all settled abroad. The film shows highlights the sense of loss he feels at not having his family around him for the holidays. We then asked Singaporeans to tell us if they knew of someone who couldn’t come home for the holidays and offered them a chance to fly back their loved ones for CNY.
• Implementation The film launched online through a long-form video on social media and a shorter form video on programmatic, and was teased through digital banners, pre-rolls and outdoor ads. The film included a contest component which allowed Singaporeans to nominate someone they would like us to fly home for the Chinese New Year holidays. • Timeline 2- 24 January 2018 • Placement The film lived on the following online platforms: 1. Facebook 2. Instagram 3. Programmatic Open Exchange
Impact A local facilitator for celebrations and key-ingredient to reunion dinners, Tiger needed to reunite families and reignite CNY. The campaign brought about a national rally, jolting Singaporeans into self-reflection around CNY. We told a real story of an extraordinary reunion, jolting others to appreciate what really mattered. Our online contest empowered people to nominate a Singaporean living abroad to be flown home by Tiger. We also invited Singaporeans living in Melbourne to participate, with an activation. Reach & Engagement The Letter’s long and short-form videos across various placements garnered more than 56 million impressions and over 7.1 Million combined views, higher than previous Tiger campaigns1. [1] Media agency research. Online impressions covered Facebook Brand Page, YouTube Brand Page, Instagram Brand Page, Display Ads from Dec to Feb 2017. Through our activation in Melbourne, we gave out more than 60 Scoot vouchers to Singaporeans for their flights home for CNY.
The piece tells a powerful human story that eschews typical tactical elements in favor of a content that is moving and emotional. During the Chinese New Year period, it leveraged themes of loss, longing and family that were incredibly relevant to the season.
The strategy was to provoke Singaporeans who are about to travel during CNY to consider what it would be like to not be able to celebrate the holiday with their loved ones.