3 years ago
The festive season has always been a time for reunion, where friends and family come together to connect and bond with the ones who matter. While many Singaporeans look forward to the Christmas and New Year celebrations, some choose to spend the festive period away from home, taking advantage of the longer holiday break, with 32 per cent of Singaporeans going overseas for a holiday during Christmas in 2015.
This festive season, Tiger Beer, Singapore’s favourite beer, hopes to make reunions count by reminding Singaporeans of the true meaning of ‘reunion’ and inspiring them to connect with their loved ones, both at home and abroad. With a series of films that bring to life the stories of Singaporeans living abroad and how much they miss home, Tiger Beer wants to jolt Singaporeans into realising the significance of festive reunions, and encourage them to make this reunion a meaningful one. The films also aim to get Singaporeans here thinking: Are we taking our reunions for granted?
“For some Singaporeans, the significance of festive reunions is gradually diluting. Many choose to travel abroad to escape the season, whilst others see little reason to come back for the festivities. As the iconic beer of Singapore, Tiger Beer is committed to helping Singaporeans rediscover the meaning of home. Just as we’ve set out to reignite passion for the love of our street food, this festive season, we want to make reunions count by reminding everyone that there is really no place quite like home, and empower them to make this reunion a meaningful one,” says Venus Teoh, Head of Marketing, Asia Pacific Breweries (Singapore). “It’s time to go the distance to connect with the ones who matter.”
Launched on 1 December 2016, the film “Tiger Beer – Home” features three Singaporeans who took the courage to pursue their dreams – a student studying communications and journalism in St. Petersburg, Russia; a bush pilot in Nabire, Papua; an aspiring music conductor in Amsterdam, The Netherlands. While they would love to be home for the festive season, they are unable to do so due to various reasons such as finances and schedules.
In conjunction with the film, Tiger Beer will launch an online activation on its microsite to offer Singaporeans the opportunity to bring a loved one home. From 1 to 18 December 2016, participants can nominate themselves or their friends to win a trip back home simply by sharing their stories of the Singaporeans who are currently abroad that they would like to bring home. Tiger Beer will then select the three most compelling and heartwarming stories, and these Singaporeans will receive an air ticket home to reunite with their loved ones this festive season.
Throughout the campaign, Tiger Beer will also be running a promotion to encourage Singaporeans to bring a loved one home and make their reunions count. For every two Tiger Beer 30-can pack (30 x 323ml) purchase during the festive period from 1 December to 25 December 2016, a Scoot voucher of S$100 value will be given. The 30-can take-home packs will retail at a recommended selling price of S$66.30 at all leading supermarkets and hypermarkets, whilst stocks last.
Production Company: The Prosecution Film Company
Media Agency: Starcom Group Singapore
Art Director: Tan Zi Wei
Copywriter: Chen Shang Hao
Creative Agency: BBDO Singapore
Executive Creative Director: Primus Nair
Planner: Mindy Yap
PR: Ogilvy Public Relations Singapore
Producer: Ann May Chua
Advertiser: Asia Pacific Breweries Singapore, Tiger Beer
Genres: People, Dialogue
Categories: Beers, Alcoholic BeveragesBBDO Asia, 3 years ago