Tiger Beer has recently launched its Chinese New Year campaign titled ‘The Reunion Project’, with the aim to uncage the significance of this festive tradition to inspire Singaporeans to make their reunions meaningful by reuniting with loved ones.
Building on the theme of reunions introduced during Chinese New Year last year, The Reunion Project (2018) kicks off with the launch of a film, featuring the story of 65-year-old David Lee, who has three kids who are currently living and working abroad – Donna Lee in Oakland, California, Lee Wai Min in Amsterdam, and Daniel Lee in Toronto.
Due to their busy work schedules, David’s kids aren’t able to come back home to visit as often as they’d like to. And this Chinese New Year, David wants nothing more than to have his family home for reunion dinner together.
As part of The Reunion Project, Tiger wants to bring Singaporeans home and make reunions count, starting with bringing David’s kids home this festive season to celebrate a meaningful reunion. Tiger Beer will be launching a digital activation on the Project microsite to encourage consumers to nominate their loved ones for a trip home in time for their festive reunions.
Earlier this month, Tiger brought The Reunion Project to a city with one of the highest densities of Singaporeans – Melbourne, to rally Singaporeans there to participate in the activation and receive travel vouchers, encouraging them to fly home for a reunion with their families during CNY. With only two Facebook posts published on the activation, we saw close to 70 Singaporeans in Melbourne participating in The Reunion Project.
Bringing additional festive joy to consumers in Singapore, Tiger has also made e-gifting available through their microsite. Consumers can choose to gift themselves or their loved ones a 24-can pack for S$53.50 and get 6 cans of Tiger Radler Lemon free, to make their own or someone’s reunion dinner complete. Consumers can customise their message to the recipient, who will receive an EDM notifying them about the gift and collection details.
Source: Campaign Brief Asia