THE PROBLEM

Not top-of-mind

Not a go-to drink for locals & millennials

Perceived to be associated with the older generation

THE INSIGHTS

Commonly seen drinking by older folks, usually in coffee shops

Import beers are equally as affordable, gives youths a sense of class

Tiger has a strong bitter aftertaste

Tiger has a distinct flavour

Tiger has a wide variety of variants that consumers may not have experienced

CURRENT CONSUMER EXPERIENCE

Tiger has always been proud to boast it’s BOLD taste. It is one heritage that we believe could be taken one step further

WHAT DOES THIS MEAN?

TIGER = BOLD

Larger than life

Unique

Adventurous

Out-going

Extroverted

A Social butterfly

WHAT 'BOLD' MEANS TO US

OUR OBJECTIVE

The go-to brand for fun & adventures

The go-to brand for all ages

For tiger to be a relatable brand

Empowering the millennals

Encouraging socialising with Tiger Beer being top of mind

Bringing different districts together to socialise

To be relevant to the millennials

To break away from digital dependency, to re-ignite the magic of social interaction

FOR PEOPLE TO VIEW TIGER AS

WHO  -  First Jobbers/Interns (20-25)  /  Millenials (25-35)  /  Working Professionals  /  Pioneer Generation

COHORT MAPPING

WHO  -  Thrill seekers  /  Fun-loving people  /  Social Butterflies

WHAT  -  Tiger Regular  /  Tiger Black & White  /  Tiger Crystal  /  Tiger Radler  /  Tiger Seasonal Brew

WHEN  -  Time of Day (Afternoon/Evening/Late Night)  /  Weather (Sunny/Cloudy/Rainy)  /  Events (Wedding/Parties/Celebrations)

WHERE  -  Campus  /  Office  /  Holiday  /  Commute

HOW  -  Entertainment  /  Games  /  Fun  /  Experiential Engagement

THE APPROACH

HOW WOULD THIS BE RELATABLE TO

TIGER AND NON-TIGER CONSUMERS

A psychological approach to associate Tiger as a fun & bold personality. This would be communicated through the activities in the event.

As an event heavy execution, it drives people to not only view Tiger as the usual digital approach, but rather, a personal touch to each and every individual.

CONCEPT  1

TIGER BOLD

FESTIVAL

A festival that promotes Singapore's local street food, musicians and fashion pop-ups

Create friendly competitions within the games with attractive prizes

Bars to be in larger than life, in range of different tiger bottles

People to register their teams in districts

Make this a yearly affair

ATTRACTIONS

Mega Beer Pong

GAMES

Super-sized Bar Games to celebrate the BOLD

Mega Goli

Mega Darts

Mega Soccer Pool

Mega Bowling

Mega Dice

GAMES

Mega Beer Pong

GAMES

Mega Darts

GAMES

Mega Bowling

GAMES

Mega Goli

GAMES

Mega Dice

GAMES

Mega Soccer Pool

OTHER ATTRACTIONS

Music

Food

Art & Fashion

Games

OTHER ATTRACTIONS

Music

OTHER ATTRACTIONS

Food

OTHER ATTRACTIONS

Art & Fashion

OTHER ATTRACTIONS

Games Tent

OTHER ATTRACTIONS

Games Tent - Beer Pong

5 BEER TOWER BAR

• Tiger Regular
• Tiger Radler
• Tiger Black & White
• Tiger Seasonal
• Tiger Crystal

5 Beer towers selling the different types of Tiger Beer

TIGER RECYCLING

Positioning Tiger Beer's support for environment sustainability.

CSR (Corporate Social Responsibility)

FESTIVAL LAYOUT

Main Stage

Food 

Games

Beer Towers

Art & Fashion

Bayfront Event Space

EVENT FLOW

4 - 7pm

Music by Local DJs / Live Perfomances

7 - 9pm

Mega Beer Pong Competition

9 - 11pm

Other Perfomances

THE STRATEGY

AWARENESS

Create hype for main event by drawing participants from an internal district competition to decide the final participants for main event

• FB/IG Feed
• IG Story

AWARENESS

Create hype for main event by drawing participants from an internal district competition to decide the final participants for main event

• FB Feed

AWARENESS

Create hype for main event by drawing participants from an internal district competition to decide the final participants for main event

• FB Feed References

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

• FB/IG Feed
• IG Story

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

TVC (30sec) Part 1

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

TVC (30sec) Part 2

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

TVC (30sec) References

CONSIDERATION

After the internal district level games, a post-game event will be shown to drive audiences down to the Main Event as well

Youtube/FB feed cut down 1

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

Youtube/FB feed cut down 2

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

Youtube/FB feed cut down 2

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

IG Story

CONSIDERATION

After the internal district level games, ads will be targeted to our audiences to drive hype towards the Main Tiger Bold Festival, mega sized game events.

Bus stop ad

SUSTENANCE

After the main event, there will be ads to re-target audiences to create hype for the next year's event (if any)

Post-event Highlights

SUSTENANCE

After the main event, there will be ads to re-target audiences to keep Tiger Beer as top of mind, and direct them to online stores.

CONCEPT  2

WHICH BOLD
ARE YOU

A campaign that dials up on Tiger's signature bold taste and wide range of drinks

Separating people to different factions to drive pride and ownership to who they are

Communicating how there's a perfect beer suited for each of their personality

Promote exclusivity within individual personality

By making people associate themselves with a specific drink through the personality test, perhaps people will be more encouraged to give the different tiger flavours a try, driven by the need to know what the drink that represents them would taste like.

6 PERSONALITIES

Sorting the beer into different types of BOLD according to their characteristics

Tiger Beer

The original Tiger Beer. World acclaimed, Award winning full-bodied beer. A bold lager, born in the heart of Asia. Packs a real bite.

Tiger Seasonal

Orchid-infused Black Lager, inspired by Singapore's National Flower; Vanda Miss Joaquim. Amber blend with an exotic aroma and a tart and mild fruity finish

Tiger Crystal

A light, crisp beer that tastes nothing like the original brew. Crystal cold beer from it’s -1c ice filtration process

Tiger Black

Black lager brewed with Asian black rice. A bold, rich brew with more complexity than a typical lager. Bigger and richer than many mainstays. A beer that holds true to its roots while expanding its horizons

Tiger White

Asian wheat beer brewed with citrus, coriander and cloves. Distinctive citrus and spice notes provide a zesty refreshment

Tiger Radler

A beer that combines century-old tradition with modern day innovation. Brand new taste that is fruity and sharp whilst still being rooted in beer. Thirst-quencher suitable for anytime of the day.

6 PERSONALITIES

Sorting the beer into different types of BOLD according to their characteristics

Tiger Beer:

The Original Bold

You’re the true og.
People look up to you! It’s all about being bold; yet staying true to your roots

Tiger Seasonal:

The Patriotic Bold

Nothing shouts Singaporean like you. Best food places, MRT names, best lobangs,
you know them all by heart.

#NationalPride. Huat!

Tiger Crystal:

The Crystal-Cold Bold

They think you’re personality but people are mistaken. Under those cold facade, there’s a warm heart in you.

Tiger Black:

The Bold Bold

The boldest of bolds, the one who always look to expand your horizons.
Aint nobody got nothing on you.

Tiger White:

The Zesty Bold

Ooh-la-la…..Like the spices in our drink, you’re spirited, full of energy and fun to be around. You like people and they like you.

Tiger Radler:

The Rad Bold

The ‘hip’ one, you’re always one step ahead of everyone and know what the latest trends are.

Out of style? Never.

KV

KV

PERSONALITY TEST

To be housed on buzzfeed

TIGER

PLAY PEN

An experiential and interactive pop-up filled with exhibits, playground and 6 different themed rooms according the different personalities

Visitors are encouraged to dive in and immerse themselves within the immersive exhibits
and pose for photos that will generate UGCs for tiger

An event as such will also raise public perception of the tiger brand to be creative, young and trendy

EVENT KV

REFERENCE

EXHIBITS

OPEN AREA

Tiger Cage

Beer Foam Pool

Neon Signages

Beer Shower

THEMED ROOMS

Original Bold

Patriotic Bold

Bold Bold

Rad Bold

Zesty Bold

Crystal-Cold Bold

OTHER ATTRACTIONS

- Tiger Roar DJ Booth

- Tiger Roar Food Stands

- Tiger Fashion Merchs

LOCATION

Ngee Ann City Civic Plaza

THE STRATEGY

TVC

Showcasing how the different tiger flavours born in Singapore, come together to make up the Tiger Family

AWARENESS

TVC (30sec) Part 1

AWARENESS

TVC (30sec) Part 2

REFERENCE

TVC (30sec)

REFERENCE

TVC (30sec)

AWARENESS

IG Filter for #WhichBoldAreYou

• IG Story

AWARENESS

IG STORY for #WhichBoldAreYou

• IG Story

AWARENESS

IG STORY for #WhichBoldAreYou

• IG Story

Silhouette of tiger beer bottle with captions and emojis related to the beer flavour placed around it

A hand comes in and drags the captions and emojis into the bottle

The bottle is revealed, with descriptions of its flavour

AWARENESS

IG STORY for #WhichBoldAreYou

• FB Feed
• IG Story

CONSIDERATION

IG Story for Tiger Play Pen Event

• FB Feed
• IG Story

SUSTENANCE

• IG Story

SUSTENANCE

• FB Feed

THANK YOU