Tiger Beer to ‘bring Singaporeans home’ as part of Chinese New Year campaign

Singaporean beer brand Tiger has kicked off its Chinese New Year campaign with a emotional social media ad showing a father living alone after his three children moved abroad.

As part of its ongoing ‘Reunion Project’, which began during last year’s festival, the brand intends to fly home Singaporeans living abroad to allow them to spend time with their families.

To promote the campaign, Tiger and creative agency BBDO created a 90-second ad  showing 65-year-old David Lee writing a letter to his three children who are currently working overseas –  Donna in Oakland, California, Wai Min in Amsterdam and Daniel in Toronto.

In a voiceover, Lee says: “I still think about you every day. It’s been too many years since all you kids have been home and how I wish you could come back for Chinese New Year.”

The video does not reveal whether Lee got his New Year wish. However, a message from Tiger Beer then invites other Singaporeans living abroad to apply for the Reunion Project and win a free flight home.

According to the Microsite’s terms and conditions, two people will be granted the prize of a round trip in exchange for appearing in promotional material for the beer brand.

As a consolation prize, unsuccessful applicants can meanwhile send a 24-can pack for of beer worth S$53.50 “to make their own or someone’s reunion dinner complete”.

The video has so far been viewed more than 400,000 times on Facebook and has received nearly 400 shares.


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