POUNCING ON THE SUDDEN RETURN TO LATE-NIGHT DRINKING

On June 19, 2020, The Singapore Government implemented a 10:30PM alcohol ban sale in retail shops and public places as a COVID-19 pandemic restriction measure. This mandate negatively affected all alcohol sales, especially the beer category (which Tiger Beer is part of) as the segment experienced a sales decline in modern trade by 30% as the alcohol ban lingered on.

After 600+ days of restraint, the country’s government surprised the nation on March 24, 2022 by unexpectedly announcing the lifting of the post-10.30PM alcohol ban in five days’ time. Despite having so little notice and prep time as activation implementations usually take six months, Tiger Beer knew that it needed to quickly maximize this opportunity so it could reinvigorate its pandemic-related sluggish sales and establish top-of-mind awareness during this key milestone in Singapore’s return to normality.

OWN THE NATION IN JUST ONE MINUTE

With March 29 fast approaching, Tiger Beer knew it needed to be part of the event itself, including the run up. We also knew that people were looking forward to ordering their first drink after 10.30pm. Having these in mind, we quickly made our move before

competitors did.

One day after the government’s announcement, Tiger Beer used high reaching platforms, Facebook (4.57 million Singaporean users) and Instagram (3.05 million Singaporean users), to post a simple yet powerful message: On the first minute after the liberation, the beer is on us.

A one-minute collective celebration from 10.30pm to 10.31pm, the moment the ban lifted, with free Tiger Beer in partner bars throughout Singapore. This would make sure everyone could say cheers to their regained freedom with a Tiger Beer in hand.

By quickly hijacking the celebration, Tiger Beer became part of the conversation.

INVITING DRINKERS VIA SOCIAL MEDIA TO MAKE UP FOR LOST TIME

Social listening over the post-10.30pm alcohol ban showed us that Singaporeans were becoming hungrier and hungrier to keep the connection with their friends going into the night. A few moments after the lift announcement, we saw drinkers instantly started

making plans to go out and celebrate the return to late night drinking, despite this being on a Tuesday. And no wonder. It had been 600+ days since they could drink in a bar past 10.30pm.

In the hopes of getting these alcohol consumers to integrate Tiger Beer in their end-of-restriction celebration, we wanted to reach and invite as many of them as we can to join in our activation. We maximized two of the most used social media platforms in the

country, Facebook and Instagram, to let consumers know about what we were brewing up for March 29th.

WEAVING 22:31 INTO PEOPLE’S CELEBRATION

Tiger Beer only had one shot at this. With only five days to go before the restrictions were lifted and neither the budget or last minute outdoor media space available to cover the city in messaging, we needed to find efficient ways to stand out.

For instant reach, we published an announcement post on Facebook (4.57 million Singaporean users) and Instagram (3.05 million Singaporean users). This was then followed by a handful of reminder content about the activation to amplify excitement and urge people to include the brand in their celebration. We also collaborated with influencers who talked about the activation in their owned social media pages. In addition to this, Tiger Beer quickly placed communications in partner bars all over the city centre to make sure the activation was unmissable.

SOCIAL POSTS CATAPULTING 22:31’S BIG RESULTS

While our visibility options were limited, utilizing social media to create buzz for 22:31 was more than enough to drive a tremendous impact for our activation:

- Amplification through social led to 22:31 being picked up by numerous media sites, which contributed to its 95% positive sentiments.

- Our activation was so widely covered that it attained over 170 million reach regionally, resulting to a +1,300% return on media investment.

- 22:31 directly triggered a 51% increase in sales.

- Activation pushed a prolonged sales increase of 91% from March to May, versus the brand’s performance in the first three months of 2022.

The numbers said it all. Thanks to the brand’s efficient use of social media, 22:31 was able to greatly improve Tiger Beer’s sales and awareness, while also helping Singaporeans put the last 600+ days of restrictions well and truly behind them.