Asia Pacific Breweries Singapore

Soo Kui Jien / Marketing Manager / Asia Pacific Breweries
Venus Teoh / Head of Marketing / Asia Pacific Breweries
Gan Sok Hong / Brand Manager / Asia Pacific Breweries

BBDO Singapore *Lead Agency

Primus Nair/Executive Creative Director/BBDO Singapore
Fiona Huang/Account Director/BBDO Singapore
Chua Ann May/Senior Producer/BBDO Singapore
Chen Shanghao/Senior Copywriter/BBDO Singapore
Tan Zi Wei/Senior Art Director/BBDO Singapore
Kelly Togashi/Associate Planning Director/BBDO Singapore
Michelle Tan/Account Director/BBDO Singapore

Ogilvu Public Relations, Singapore

Starcom Media Worldwide

In Singapore, Chinese New Year celebrates the values of kinship and togetherness, but brands converted it into a sales opportunity for promotions with clichéd and contrived messaging. As a local brand leader and facilitator of social bonding, Tiger Beer challenged the status quo, jolting Singaporeans to re-evaluate what really mattered – coming home. To “Make Reunions Count”. Tiger helped Singaporeans living abroad return and reunite with family. Sales volume increased 10% in key channels re-affirming the impact of messaging with meaning and Tiger’s role as the champion of reunions.