Tiger Beer has had a long connection with the football faithful in Singapore. During the 2013 BPL season,
the brand wanted to reconnect with its local fanbase. With our fans now heavily active on social media,
we needed to reach out to this audience in a way that was relevant, unique and engaging. In addition,
our objective was to create enough talkability that we could attract a whole new batch of Facebook fans.
we needed to reach out to this audience in a way that was relevant, unique and engaging. In addition,
our objective was to create enough talkability that we could attract a whole new batch of Facebook fans.
Our Facebook fanbase is a vocal bunch. As well as their love of beautiful lager, they are equally impassioned about the beautiful game. And they love to talk about it. To take advantage of this, we posed to them a series
of ‘spoilers’ – hypothetical scenarios in which a fan couldn’t make it to the game. The fans supplied the answers, and we compiled the best of them. Then, in a unique crossover between the online and ‘real’ worlds, we produced the Playbook in hard-cover and mailed it back to our fans – as a surprising reward for all their
hard work.
hard work.
Football fans in Singapore are certifiably mad about the sport – and there’s nothing more important than catching the game. But sometimes, life does get in the way. It was this insight that inspired our idea:
the Tiger Playbook. The Playbook is a how-to guide of expert ‘plays’ – helping you get to the game on time,
no matter what situation you find yourself in. But to create the level of engagement we needed, we came up with a unique approach: rather than write the Playbook ourselves, we would get our fans to do it for us.
Our fans eagerly took to the challenge, with many submitting answers every week. Over 200 copies of the Playbook were distributed to lucky fans, and the campaign even enjoyed a write-up in the local newspapers. Being included in the Playbook clearly gave our fans bragging rights amongst their friends. Our strategy
paid off, and Tiger’s Facebook fanbase increased by around 20% (or 4748 fans) in just 4 weeks.
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Stories
Spike Awards Entry Board
CLIENT ASIA PACIFIC BREWERIES
PRODUCT TIGER BEER
ENTRANT DDB GROUP SINGAPORE, SINGAPORE
PRODUCT TIGER BEER
ENTRANT DDB GROUP SINGAPORE, SINGAPORE
CHIN CHEA YEAU ILLUSTRATOR
KENNY FOONG ART DIRECTOR
KHOO MENG HAU ASSOCIATE CREATIVE GROUP HEAD
LIN ZIXIN COPYWRITER
KEVIN POH COPYWRITER
PRADEEP D’SOUZA ASSOCIATE CREATIVE GROUP HEAD
ANDREW HOOK CREATIVE DIRECTOR
JOJI JACOB GROUP EXECUTIVE CREATIVE DIRECTOR
NEIL JOHNSON CHIEF CREATIVE OFFICER
KENNY FOONG ART DIRECTOR
KHOO MENG HAU ASSOCIATE CREATIVE GROUP HEAD
LIN ZIXIN COPYWRITER
KEVIN POH COPYWRITER
PRADEEP D’SOUZA ASSOCIATE CREATIVE GROUP HEAD
ANDREW HOOK CREATIVE DIRECTOR
JOJI JACOB GROUP EXECUTIVE CREATIVE DIRECTOR
NEIL JOHNSON CHIEF CREATIVE OFFICER
