Singapore, 30 June 2009 - Singapore Press Holdings' (SPH) multi media platforms were key components for the success of Tiger Beer's latest campaign, “Winning the World Over”.
In line with Tiger Beer’s message, the campaign celebrated its status as one of Singapore’s most popular icons and pointed to Tiger Beer's success as a winning beer, not just locally, but globally, as evidenced by its availability in over 70 countries. This campaign kicked off on 1 April and spanned a wide range of SPH's media platforms like print, digital and out-of-home (OOH). Tiger Beer also ran the campaign on cable and in cinemas.
Two versions of Tiger Beer’s video commercials “New York” and “London” were screened on SPH MediaBoxOffice’s (SPHMBO) LED screens at Chevron House, UOB Plaza, Singapore Visitors Centre and HDB Hub. They were uploaded on AsiaOne's microsites such as SoShiok.com, Digital, Motoring and Travel, as well. Visitors to AsiaOne's homepage and the online versions of The Straits Times and The Business Times also had the opportunity to view the video commercials through SPH Target Video Commercial (SPH TVC), a unique system which eliminates the need for buffering time to view the videos and ensures the smooth delivery of the TVCs online.
This initiative was further enhanced with an interactive element, whereby viewers were directed via SMS to a Tiger Beer microsite to participate in an online contest. Viewers only need to forward this video commercials via e-mail to family and friends to stand a chance to win the top prize, a 4D/3N trip to London. The contest, which ended on 4 May 2009, resulted in both video commercials being viewed almost a million times by a unique online audience of half a million. The buzz that was generated through the online campaign was so impressive that a reader from New York wrote in and requested to participate in the contest which was originally opened to Singapore residents only! After a three-week run, Ms Violet Ong, a 37-year-old programme manager in the IT industry, walked away with the top prize.
The placement of the video commercial in four high-traffic OOH locations generated a lot of buzz for this campaign amongst Tiger Beer’s target audience, especially the PMEBs.
Mr Edward Tang, General Manager of SPH MediaBoxOffice, said: "The key to run a successful out-of-home campaign lies in the effective use of relevant mediums. SPH MBO’s digital OOH platforms provided Tiger Beer suitable means to position itself as a global player in the market.”
In addition, head-turning creative buys were placed in The Straits Times and My Paper, while tactical print advertisements were placed in Lianhe Wanbao, Lianhe Zaobao and Shin Min Daily News to encourage readers to redeem exclusive merchandise with their purchases. The collectibles ranged from Tiger Beer “New York” and “London” quarter yards to limited edition 24K gold-plated Tiger Beer miniature bottles from the Tiger World Collection.
Ms Jaclyn Sim, Senior Account Manager of SPH Marketing Division, said: "As one of the leading beer brands in Singapore, Tiger was keen to explore innovative and new ideas for their print campaign. The special creative buy in The Straits Times and My Paper, featuring unconventional shapes on the front and news pages, was unprecedented, the first time such an advertisement format was published in the national daily. SPH is delighted to be part of the team that drives the success of this cross-media campaign."
Mr Bennett Neo, General Manager, Asia Pacific Breweries Singapore, said: “We wanted to reinforce Tiger’s position as the brand that is desired and loved by beer lovers around the world through this campaign. Tiger not only offers beer lovers the highest quality beer that undergoes the most stringent quality checks, but also the shared passion of a beer that has wowed international audiences. By using SPH’s integrated media platforms to present this campaign, we are keeping pace with consumers' increasingly digitised lifestyle and reaching them beyond localised television. Our customers can also be visually engaged with creative buys in SPH's newspapers. The multi-prong approach help generate greater awareness and impact for our campaign.”
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About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) celebrates its 25th anniversary this year. It is Southeast Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.
Newspapers and Magazines
In Singapore, SPH publishes 17 newspaper titles in four languages. Every day, 2.9 million individuals or 79 per cent of people above 15 years old, read one of SPH's news publications. SPH also publishes and produces more than 100 magazine titles in Singapore and the region, covering a broad range of interests from lifestyle to information technology.
Internet and Mobile
Beyond print, the Internet editions of SPH newspapers enjoy over 150 million pageviews with 9 million unique visitors every month. Apart from SPH AsiaOne portal, SPH's online and new media initiatives include an online marketplace for products, services and employment, ST701; local search and directory engine, rednano.sg; Stomp (Straits Times Online Mobile Print), a portal that connects, engages and interacts with readers on the Web and via mobile phone messaging; omy, a bilingual news and interactive portal and The Straits Times RazorTV, a free access interactive webcast service offering live chat shows and video-on-demand clips.
SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8, U and TV Mobile, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today. In the radio business, SPH has an 80 per cent stake in SPH UnionWorks Pte Ltd, which operates entertainment stations Radio 100.3 FM in Mandarin and Radio 91.3 FM in English.
In addition, SPH has ventured into outdoor advertising through its wholly-owned subsidiary, SPH MediaBoxOffice Pte Ltd, Singapore’s largest outdoor motion display advertising network media company.
SPH owns and manages Paragon, the prime retail and office complex in the heart of Orchard Road, Singapore's main shopping belt. SPH's wholly-owned subsidiary, Times Development Pte Ltd, is also developing a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.
Visit www.sph.com.sg for more information.