Award: CAMPAIGN CATEGORIES \ C09. Best Cost-Effective Event

OWNING SINGAPORE’S REGAINED FREEDOM WITH JUST A MINUTE
After 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. While receiving short notice as well as having minimal budget to work with, 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. They 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.