Tiger enters next stage of flashy campaign

Singapore - The second phase of the ‘Tiger: World Acclaimed' campaign is underway with two Orchard road bus stops transformed into Tiger flagship bus stops, as well as Orchard MRT underpass dressed up into a ‘Tiger Walk of Fame' theme - the second phase ends in October.

As with the first phase, which launched in July, the ATL campaign centres around the award winning history of the brand and as for the converted bus stops, five giant gold medals are displayed inside a giant Tiger beer themed medallion case. A condensed version of Tiger Beer's ‘Unravel the Secret' TVC is also screened on LCD TV monitors within the flagship bus stops.

"Since Tiger Beer's inception in 1932, it has accumulated an extensive list of international accolades and awards and is now available in more than 60 countries worldwide. The Tiger: World Acclaimed Campaign was launched to re-affirm the brand's international, premium status and to celebrate its legacy of product excellence," Daniel Teo, GM of Commercial for Asia Pacific Breweries Singapore said.

Saatchi & Saatchi Singapore was responsible for on-ground activation of the campaign while the TVCs were adapted from the Leo Burnett-created Tiger: Unravel the Secret TVC. MindShare Singapore handled media planning.