Tiger hunts soccer fans in packs

Singapore - Tiger Beer recently had a give-away roadshow at Raffles Place recently, leveraging on buzz around the 2008/2009 Barclays Premier League.

Rather than simply running a full-page cover ad on the New Paper on 25 August, Mindshare conceptualised the idea of a creative guerrilla marketing effort and launched it during a roadshow at Raffles Place.

Saatchi and Saatchi was in charge of creative content development and produced 2,000 limited pieces of a survival kit for Tiger Beer's football fans. The package included a "Late Night Hunger Guide", a "Tiger Instant Vocal Remedy", a stress ball and a pre-match workout guide. To complete the picture, the kit also contained a Tiger Female Pacification Kit.

"‘As most wives and girlfriends would not be thrilled with the prospects of playing second fiddle to the EPL again, the kit contained a tongue-in-cheek Tiger Female Pacification Kit to guide fans on how to keep their other halves happy while continuing to catch the EPL action throughout the season," executive business director for Mindshare Singapore, Jimmy Lim said.

The kits were snapped up an hour before the roadshow ended.

PR duties for the campaign were handled by Bates 141.