If we think of advertising as a launch pad, then on-ground activation and in-store experience must surely be the hot strike zones. They bring the brand to customers to lift sales, gain popularity and drive preference.

In what is a novel twist to the conventional advertising campaign, Tiger Beer unleashed an effervescent spirit that connects with consumers on the streets, on premise and at the pubs.

The Challenge

Let’s give new life to the television commercial. Turn Tiger Beer’s long-anticipated, new television commercial to become an experiential event, a regular feature at pubs and a commercial success.

After all, it’s every marketer’s challenge to turn eyeballs into in-store activation.

The Idea & The Execution

It began with the story of a heist, a television spot from Tiger Beer aired on 31 July, which brought on its new brand line, “Here’s to Tiger time”.

We then turned it into a venue co-ordinates to unveil a real-life “bartainer” truck at an upcoming event to unleash ‘Tiger Hour’ across pubs all over the city.

First, a television commercial became a front-page newspaper report. On 1 Aug, the front pages of TODAY broke the news of “Tiger Truck Hijacked!” with an embedded code of 1.284274N, 103.853132E to uncover the missing truck.

This was also featured in bus-stop posters all over Singapore. It soon built a frenzy of anticipation.

Within 3 days, over 1,000 consumers went online to crack the code and gave their answers to the venue using the mystery co-ordinates. They were rewarded with e-invites to come to the venue to experience the unveiling of the new Tiger truck.

A 20-foot container truck was built which featured bar counter, slick décor and of course unlimited supply of Tiger Beer.

Finally on 1 September, the new “bartainer” Tiger Truck was unveiled at the secret location of Suntec City, right in the centre of Singapore’s business district. A massive crowd of Tiger fans and friends turned up after work to experience the launch of ‘Tiger Hour’.

Tiger Beer has turned a campaign into a long-running equity across outlets and pubs.

The Results

Tiger Beer generated enormous PR in a campaign that unfolded in sequel from ads to activation to event to on-premise. And of course, not forgetting the truck, which was both an ambient sculpture and a travelling bar.

It brought friends together, and a spirit of camaraderie. All very aptly summed up by its popular catchphrase, “Here’s to Tiger time!”

Here’s from the guys that said, “What time is it?”