Tiger Beer explains forcing hundreds of workers in the CBD to freeze

It is not every day you see hundreds of men and women in the busy Central Business District of Singapore stuck in their tracks. Aiming to encourage modern society to stop endlessly chasing the next big win, Tiger Beer decided to capture the attention of Singaporeans, and stop them in their tracks, with its latest stunt called a "Bolder Tomorrow".

The campaign idea came on the back of research by YouGov which found that 90% of Gen Z and Millennial Singaporeans are putting pressure on themselves, with 57% feeling pressured to live up to an “impossible standard”. The top pressures they are putting on themselves are to be more confident (53%), to be more active/fitter (50%) and to be more sociable (37%).

Research also revealed 60% of Singaporeans admit that they are even putting more pressure on themselves than their parents did with social media driving a large part of this pressure. However, as Lunar New Year approaches, many Singaporeans are feeling reflective (38%) and ready for a new challenge (34%), according to YouGov – which then led to the activation by Tiger Beer.

As they plan for 2023, two-fifths (43%) of Singaporeans say they plan to care less about what other people think and a third (31%) plan to acknowledge their achievements more – an important first step towards achieving their goals in 2023.

Sean O’Donnell, global brand director, Tiger Beer explained that with the campaign, the brand wanted to remind everyone to stop and celebrate the successes that got them where they are today by unveiling a stunt which sees hundreds of people freeze in their tracks in one of Southeast Asia’s busiest downtown areas.

“Stopping to celebrate your achievements is the first step towards achieving even bolder ambitions in 2023,” O’Donnell said. “Tiger Beer believes that we are all born with a Tiger inside us – a version of ourselves that knows no limits to what is possible. But sometimes it can feel like the more we achieve, the further we’re expected to go.”

MARKETING-INTERACTIVE has reached out for additional comments and information.

Meanwhile, on an advertising front, Tiger Beer unveiled its latest global campaign titled “The Golden Son” which features its tiger brand ambassador, Son Heung-Min. Tiger Beer’s campaign built on its year-long "Year of Your Tiger" platform, which debuted at the start of the Lunar New Year last year. The campaign hopes to inspire people everywhere to dream big in the Year of the Tiger by sharing Son’s success story of defying all challenges and who has promised to chase his own boldest ambitions this year.

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