OWNING SINGAPORE’S REGAINED FREEDOM WITH JUST A MINUTE
After more than 600 days of restrictions, the Singapore Government surprised the nation on March 24, 2022, by unexpectedly announcing the lifting of the post-10.30PM alcohol ban in five days’ time. Given the short notice, Tiger Beer knew that it needed become part of this monumental moment to reinvigorate its pandemic-related sluggish sales and establish top-of-mind awareness during this key milestone in Singapore’s return to normality.
A day after the government’s announcement, Tiger Beer made one of its own. Utilising high-reaching social media platforms, the brand announced that it would be having a one-minute activation from the moment the ban lifted, to give away free Tiger Beer in partner bars throughout central Singapore. While the activation only lasted a minute, it was more than enough to uplift the brand’s sales and awareness, and help drinkers put the last 600 days behind them.