Tiger Beer deepens footprint in Japan, unveils brand film

Following its pop-up bar concept in Japan last month, Tiger Beer, in partnership with GOVT’s sister agency THE LAB, has launched a brand video and website.

The film features four artistes as the main characters of the Trade Activation Platform, 2019 YŪKI platform in Japan. Shot and produced in Japan by Cutters Studio, Tiger Beer Japan will also be featuring these artistes in its upcoming Japan activations as part of the greater YŪKI campaign planned for 2019. These activations will focus on allowing its Japanese consumers and business partners to be introduced to Tiger Beer in a curated human experience.

Watch the film here:

Johnny Tan, regional manager (commercial), Heineken Asia-Pacific Export said that by putting people first and product second, Tiger Beer has created a platform unlike any other in the Japanese market. He said that with the consumer and brand experience in mind, the team aims to communicate differently to its Japanese consumers by giving a life to the individuals and their stories, via an experiential engagement, versus traditional static advertising messages.

Coupled with the release of the brand film, is the launch of Tiger Beer Japan’s official website, as it aims to expand its digital presence in the Japanese market. The digital destination looks to provide an "immersive experience" for the Japanese audience to learn more about Tiger’s brand story, heritage, collection of beers, as well as the entire YŪKI platform.

Tiger Beer will also be releasing exclusive interviews and behind-the-scenes footage of the four YŪKI individuals on the website in a series titled ‘YŪKI Personified’. The series, filmed and produced in-house by THE LAB, journeys deeper into each hero’s YŪKI story and aims to inspire fellow Japanese to "embody their personal" YŪKI spirit. Bite-sized cuts of these interviews will also be released on Tiger Beer Japan’s social platforms as part of its always-on content.

The brand first launched in Japan last year in June. Inspired by the global proposition, “Here Come the Uncaged”, Tiger Beer’s YUKI platform is a Japan-only marketing endeavour. The launch of YUKI Habitat was also aimed to draw consumers and “modern on-trade outlets” to the brand.

Campaign credits:
Client: Heineken Asia-Pacific Export
Regional manager (commercial): Johnny Tan
Regional marketing manager: Meryl Ho
Assistant regional marketing manager: Ng Yunxuan

Business lead and executive producer: Leon Lai
Project lead and senior account manager: Benedict Lim
Creative lead and creative group head: Zac Tan
Digital lead and senior account director: Foong Minmei
Chief creative officer and art director: Aaron Koh
Creative director and copywriter: Pradeep D’Souza
Digital creative director and art director: Ngai Arh Chun
Account director: Kevin Seah
Senior account executive: Chiyomi Nakagawa
Account executive: Nicole Lim
Content manager: Charissa Kow
Social media manager: Nicolette-Clare Ong