Tiger Beer 2018 | Born In Singapore
Tiger Beer’s Born In Singapore is an island wide month long campaign that aims to change consumers’ perception of the brand and build positive brand association. The main brand association is for Singaporeans to be proud of their local brand and to showcase the freshness of Tiger Beer.
INX is being tasked to conceptualise the activation idea for both Modern on Business (MOB) and Traditional on Premise (TOP) to promote the district bottle designs, generate sales for promotional bucket deal and garner votes for the district bottles. For MOB, INX came up with the concept of having a pop up produce carts at the MOB establishments to bring out the concept of freshly brewed local beer. Another concept of unlocking freshness was adopted by the TOP activations which created buzz and hype at the establishments while the crowd are working towards a common goal.
INX’s production creativity and capabilities are showcased through our unique Mobile Advertising Truck (M.A.V.) modification. A giant Tiger Beer bottle is being crafted from polyfoam and fibre glass and mounted onto the truck for maximum brand awareness and exposure. A customised light box and LED wall are installed on the left and right side of the truck. INX had plotted out roving routes throughout the month of November for maximum exposure and awareness of the campaign. The truck was also present at selected activation sites.
The local produce carts were installed with customisable LED lights and LED ice cubes to stand out in the MOB clusters. Brand Ambassadors were equipped with iPads to gather votes for the district bottles contest and promote the bucket promotion. Limited edition Tuas Bottles and Tiger Beer’s Satay Chips were served directly from the produce carts to the customers.