


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Singapore Press Holdings Ltd
	Project name: Tiger Beer ‘Enjoy Winning’ Campaign





	General information about the publication

	The Straits Times provides comprehensive coverage of news in Singapore and beyond. It is the most-read newspaper in Singapore. Circulation: 360,000. Lianhe Zaobao is the most-read Chinese newspaper in Singapore and a trusted information source on East Asia political and economic news for the Chinese-speaking community. Circulation: 169,000. Shin Min Daily News is a light-hearted evening newspaper covering local and international topics. Strong news coverage and attractive layout in its two popular sections, sports and entertainment attract readers. Circulation: 137,000. Lianhe Wanbao provides news with special emphasis on human interest stories and community happenings. Its presentation is bold and lively and is creatively laid out. Circulation: 97,000. my paper is the first bilingual newspaper in Singapore that offers wide coverage on home and world news, business, sports, lifestyle and entertainment in two languages – English and Chinese. Circulation: 250,000. The AsiaOne Network covers a whole suite of online platforms which command close to 160 million page views, and read by an audience of over 11 million. SPH MediaBoxOffice is a major Out-of-home (OOH) advertising company in Singapore with the largest digital OOH media network of LED and LCD screens at strategic locations across Singapore. Source: Nielson Media Index 2009

	Entry description

	The Tiger Beer ‘Enjoy Winning’ integrated campaign involved SPH’s multi-media offerings namely print, online and out-of-home. The campaign objective was to get as many Singapore residents to watch the video clips featuring Tiger beer's latest ‘Enjoy Winning’ branding message. The campaign featured two online Targeted Video Commercials (TVC) one New York and one London version. No free-to-air TV channels were used in this campaign. To achieve the campaign objective, online viewers were encouraged to viral the commercials to their friends. The referrer gained one chance in a lucky draw each time his friends watched the TVC. The top prize was a 4D/3N trip to London, sponsored by Tiger Beer. The campaign kicked off on 14 April 2009 and ran for three weeks on AsiaOne's SoShiok (food vertical), Digital, Motoring and Travel websites, and SPH's online newspapers – Straitstimes.com and Business Times Online. A huge amount of hype was generated. We even had a New York reader writing to AsiaOne requesting to participate in the contest which was open only to Singapore residents! At the end of the campaign, both TVCs had been watched nearly a million times by half a million unique online audience, double Tiger Beer’s objectives and expectations.

	The basic idea of your cross-media local project

	The basic idea of this project was to use SPH’s integrated media platforms to connect with Tiger Beer’s target audience comprising males 25 to 35 years of age. Tiger Beer’s aim was to keep pace with beer lovers who are increasingly immersed in digital media, as well as visually engaging newspaper readers with creative advertisement buys. The integrated campaign created massive awareness for Tiger Beer’s campaign. The purpose of the campaign was to target beer lovers and position Tiger Beer as THE desired brand of beer accepted the world over. These were communicated through the international aspect of their creatives - New York and London commercials (print and moving visuals) that were run on SPH’s multi-media platforms - newspapers, online and out-of-home.

	Used media channels


	Newspaper		Online

Other:

Outdoor

The implementation

The campaign commenced on 14 April 2009 and ran for three weeks.
SPH Strategic Marketing Department was the key driver working with advertising agency Mindshare to orchestrate this multimedia proposal aimed at getting as many Singapore residents to watch Tiger beer's latest ‘Enjoy Winning’ branding video clips.
SPH newspapers, online and out-of-home media were used.
- The dedicated Tiger Beer microsite hosted the contest information and mechanics.
- Two Targeted Video Commercials (TVC) on New York and London were run on AsiaOne's SoShiok (food vertical), Digital, Motoring and Travel websites, in addition to SPH's online newspapers – Straitstimes.com and Business Times Online.
- The two TVCs were run on outdoor digital screens, where target viewers were prompted to go online to participate in the contest. They were also encouraged to share the TVCs with their friends.
- Print advertisements were run encouraging readers to visit the microsite and participate in the “Win a trip to London” promotion.
The consistent key message in all media was to point people to the microsite to view the videos. This allowed the public to be consistently ‘hit’ with the same message whether they were reading newspapers, surfing online or out in the streets.

Image(s)

Jpg off-air design.pdf (100 KB)

PDF Frontpage newspaper.pdf (748 KB)

PDF inside page newspaper.pdf (746 KB)

Publication Logo.pdf (286 KB)

Screenshot Homepage.pdf (1056 KB)

Presentation - WAN-IFRA XMA Cross Media Awards 2010 - Tiger Beer (May2010).pdf (3289 KB)

Links

http://creative.asiaone.com/2009/IA/tigerbeer_IA03 ...

Results of the local project implementation

The Tiger Beer ‘Enjoy Winning’ campaign ended on 4 May 2009.
The top-line campaign facts and figures were:
- 26,308 referrals
- 924,050 views of TVCs (Online only)
- 1,587,049 views of TVCs (Online and outdoor)
At the end of the campaign, both Targeted Video Commercials (TVCs) were viewed nearly a million times by a unique online audience of 500,000. (Source: AsiaOne).
The campaign deliveries exceeded usual free-to-air television deliveries (based on past campaigns) by garnering 10 times more audience. Brand tracking scores also went up. (Source: Mindshare)
The campaign’s online objective of reaching out to 122,000 unique users was more than achieved. The results were double Tiger Beer’s objectives and expectations.
The client Mr Bennett Neo, General Manager, Asia Pacific Breweries commented “With this campaign, we wanted to reinforce Tiger’s position as the brand that is desired and loved by beers lovers around the world... By utilising SPH’s integrated platform offering for this campaign, we are keeping pace with beer lovers who are increasingly immersed in digital media, as well as visually engaging newspaper readers with our creative buys; thus, generating awareness and creating impact for our campaign.”