Tiger Beer invites Singaporeans to vote for their own unofficial SG50 party

Ice kachang sculptures or a DJ set in a hawker centre, Tiger Beer has launched the second wave of a campaign around Singapore’s 50th birthday that invites Singaporeans to vote for their own unofficial SG50 party.

Voting on what sort of party people want to see – as general elections in the city-state get nearer – starts today through the launch of a video and micro-site. Users can vote on randomly generated party options, such as a chilli crab fountain or a double-decker party bus.

Fans of Tiger’s Facebook page can also vote on what they’d like to see at the party. If the ideas generate enough ‘likes’ they will go on to the Tiger’s list of party ideas.

The party is to take place at the Capitol Theatre on 5 August, four days before Singapore’s National Day celebrations. Tickets to the party can’t be bought – only those who vote for a party will stand a chance to win tickets.

VoteA press release reads: “Party-goers can look forward to party elements that are recognisably Singaporean and reminiscent of the annual National Day Parade, yet completely unexpected – true to Tiger Beer’s brand philosophy.”

Asia Pacific Breweries’ outgoing head of marketing Rene de Monchy, who is to join Tourism New Zealand in August, said: “Tiger Beer is very proud of its Singapore roots and there’s no better way to celebrate the nation’s 50th birthday than by giving back to everyone, creating a party by the people, for the people – something that has never been done before.”

The campaign was devised by Tiger Beer’s agency of record for Singapore, BBDO, which created the first wave of SG50 advertising for the brand. In a series of ads, Tiger Beer put its own spin on Singapore’s history.

Tiger Beer’s SG50 campaign will also see cans of the brew changed from blue to red, the colour of Singapore’s national flag.


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