The campaign, created by Exposure, will tie in with the Chinese Year of the Tiger and challenges consumers to “discover the secrets of the Year of the Tiger”. Activity breaks in mid-January with press ads and continues throughout February, with Chinese New Year celebrated for two weeks from 14 February.
Print and outdoor ads will be targeted at men aged between 18 and 34 and ask “At Chinese New Year, what else would you drink?” It will be backed by experiential, digital and promotional activity.
Tiger is also partnering with Dazed and Confused magazine to created a Tiger Beer guide to Chinese New Year and will launch an iPhone app featuring a game based on Chinese New Year and a bar locator. This uses augmented reality to guide consumers to the nearest and best Tiger Beer outlets.
Jason Wills, senior brand manager at Tiger Beer, says: “By playing on the Chinese Year of the Tiger, we think it’s a great platform to talk to consumers about Tiger’s heritage and authenticity away from the usual restaurants and bars. It helps us keep the brand relevant.”
Halewood International, which distributes and markets Tsingtao in the UK, has also announced it will invest in Chinese New Year celebrations across the UK.