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SUB CATEGORY :
USE OF SOCIAL MEDIA PLATFORMS
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COMPANY ENTERING :
LE PUB APAC, SINGAPORE
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TITLE :
TIGER BEER - 22:31
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BRAND :
TIGER BEER
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ADVERTISER :
TIGER BEER (THE HEINEKEN COMPANY)
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AGENCY :
LE PUB APAC, SINGAPORE
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VICE PRESIDENT & GLOBAL CLIENTS :
ROSS HENDERSON (LE PUB APAC)
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CHIEF EXECUTIVE OFFICER LE PUB AMSTERDAM,
GLOBAL CHIEF CREATIVE OFFICER PUBLICIS WORLDWIDE &
GLOBAL CHIEF CREATIVE OFFICER PUBLICIS GROUPE ITALY :
BRUNO BERTELLI
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GLOBAL CHIEF STRATEGY OFFICER PUBLICIS ITALY &
LE PUB AMSTERDAM :
BELA ZIEMANN
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CHIEF CREATIVE OFFICER SOUTHEAST ASIA :
AJAY VIKRAM (LE PUB APAC)
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EXECUTIVE CREATIVE DIRECTOR :
CYRIL LOUIS (LE PUB APAC)/JOAQUIM LAUREL (LE PUB APAC)
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CREATIVE DIRECTOR :
HENRIQUE ZIRPOLI (LE PUB APAC)/IVAN LOOS (LE PUB APAC)
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ASSOCIATE CREATIVE DIRECTOR :
DIEGO BARBOZA (LE PUB APAC)/HENRIQUE LAMENHA (LE PUB APAC)
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BUSINESS DIRECTOR :
ANGELINA TAN (LE PUB APAC)
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GLOBAL BRAND DIRECTOR :
SEAN O’DONNELL (TIGER®)
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SENIOR BRAND MANAGER :
JEN SZE LING (TIGER®)
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BRAND MANAGER :
DONAVON NG (TIGER®)/DAWN LEE (TIGER®)
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ACCOUNT DIRECTOR :
LINS KHOO (LE PUB APAC)
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SENIOR ACCOUNT MANAGER :
VANESSA LIU (LE PUB APAC)/KINZAH IQBAL (LE PUB APAC)
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GLOBAL MARKETING MANAGER,
COMMUNICATIONS & DIGITAL :
MELISSA TEOH (TIGER®)
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GLOBAL MARKETING MANAGER,
INNOVATION, DESIGN EXPERIENCES :
FAYE WEE (TIGER®)
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GLOBAL MARKETING MANAGER, MARKET & CHANNEL :
WILLEM VAN DEN WIJNGAART (TIGER®)
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DIRECTOR, MARKETING :
GERALD YEO (TIGER®)
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MARKETING MANAGER :
YOGENDER SHARMA (TIGER®)
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SENIOR PROJECT MANAGER :
SHALOM WONG (LE PUB APAC)
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POST-PRODUCTION COMPANY :
PRODIGIOUS SINGAPORE, SINGAPORE
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PRODUCER :
AMOS WONG
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VIDEOGRAPHER :
KOH RUI JIA/MAY CHONG/NUNO BOGISS
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CAMPAIGN SUMMARY :
BECOMING PART OF SINGAPORE’S BIGGEST TWIST IN 2022 WITH JUST A MINUTE
June 2020 continued the dark times for the beer industry in Singapore as this was when the 10:30PM alcohol ban within the country was implemented as a COVID-19 restriction measure. This mandate negatively affected the beer category as the segment experienced a sales decline in modern trade by 30% as the liquor ban lingered on.
After more than 600 days of restrictions, the Singapore Government surprised the nation on March 24th by unexpectedly announcing the lifting of the post-10.30PM alcohol ban in five days’ time. Upon uncovering how drinkers were eagerly planning to celebrate the arrival of March 29th, Tiger Beer knew that it needed become part of this monumental moment to reinvigorate its pandemic-related sluggish sales and establish top-of-mind awareness during this key milestone in Singapore’s return to normality.
A day after the government announced the liquor ban lift, Tiger Beer made an announcement of its own. The brand posted in big social media platforms that it would be having a one-minute activation from the moment the ban lifted, to give away free Tiger Beer in partner bars throughout central Singapore. While the activation only lasted for a minute, it was more than enough to uplift Tiger Beer’s sales and awareness, and help drinkers put the last 600 days behind them.
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THE BRIEF :
POUNCING ON THE SUDDEN RETURN TO LATE-NIGHT DRINKING
On June 19, 2020, The Singapore Government implemented a 10:30pm alcohol ban sale in retail shops and public places as a COVID-19 restriction measure. This mandate negatively affected all alcohol sales, especially the beer category (which Tiger Beer is part of) as the segment experienced a sales decline in modern trade by 30% as the alcohol ban lingered on.
After 600+ days of restraint, the country’s government surprised the nation on March 24, 2022 by unexpectedly announcing the lifting of the post-10.30PM alcohol ban in five days’ time. Despite having so little notice and prep time as activation implementations usually take six months, Tiger Beer knew that it needed to quickly maximize this opportunity so it could reinvigorate its pandemic-related sluggish sales and establish top-of-mind awareness during this key milestone in Singapore’s return to normality.
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THE STRATEGY :
OWN THE NATION IN JUST ONE MINUTE
With March 29 fast approaching, Tiger Beer knew it needed to be part of the event itself, including the run up. We also knew that people were looking forward to ordering their first drink after 10.30pm. Having these in mind, we quickly made our move before competitors did.
One day after the government’s announcement, Tiger Beer used high reaching platforms, Facebook (4.57 million Singaporean users) and Instagram (3.05 million Singaporean users), to post a simple yet powerful message: On the first minute after the liberation, the beer is on us.
A one-minute collective celebration from 10.30pm to 10.31pm, the moment the ban lifted, with free Tiger Beer in partner bars throughout Singapore. This would make sure everyone could say cheers to their regained freedom with a Tiger Beer in hand.
By quickly hijacking the celebration, Tiger Beer became part of the conversation.
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THE EXECUTION & CRAFT :
WEAVING 22:31 INTO PEOPLE’S CELEBRATION
Tiger Beer only had one shot at this. With only five days to go before the restrictions were lifted and neither the budget or last minute outdoor media space available to cover the city in messaging, we needed to find efficient ways to stand out.
For instant reach, we published an announcement post on Facebook (4.57 million Singaporean users) and Instagram (3.05 million Singaporean users) to let drinkers know about what we were brewing up for March 29th. This was then followed by a handful of reminder content about the activation to amplify excitement and urge people to include the brand in their celebration. We also collaborated with influencers who talked about the activation in their owned social media pages. In addition to this, Tiger Beer quickly placed communications in partner bars all over the city centre to make sure the activation was unmissable.
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THE RESULT :
ONE MINUTE IN A BIG MOMENT DRIVING BIG RESULTS.
While one minute is a fraction in time, it was an enormous moment for Singapore and made tremendous impact for the brand:
- Coming from an underwhelming performance due to Singapore’s restrictions, 22:31 triggered Tiger Beer to experience a 51% sales increase.
- Activation pushed a prolonged sales increase of 91% from March to May, versus the brand’s performance in the first three months of 2022.
- 22:31 was picked up by numerous media sites, which contributed to its 95% positive sentiments.
- Our activation was so widely covered that it attained over 170 million reach regionally, which resulted to the campaign getting +1,300% return on media investment.
The numbers said it all. The activation was able to address both the sales and awareness problems, while also helping Singaporeans put the last 600+ days of restrictions well and truly behind them.
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