MAKING HISTORY BY
MAKING UP HISTORY
Everyone knows Tiger Beer is the unofficial official beer of Singapore, but we wanted to claim our place in the nation's history.
So we wrote some of our own, revealing the role of Tiger Beer in the secret origins of Singapore's local legends – from Chicken Rice to the Kallang Wave.
LAUNCHING WITH A CRATE
FULL OF HISTORY.
To launch the campaign, we planted a crate full of 'historical artefacts' in an abandoned pre-war bunker to be discovered. These were the primary sources for the stories in our ads.
When the crate was found, the internet went while with speculation. We had a couple of angry history majors and a whole lot more people who had a blast playing along.
"Mystery crate placed in bunker by Tiger Beer sparks marketing debate"