TIGER Beer will launch inspiring short films on young Asian personalities in 25 countries in an effort to showcase its Asian roots,
The campaign features inspiring stories of female Chinese tattooist Joey Pang, a make-up artist turned coveted tattooist, Thai-American stuntman Charlie Ruedpokanon, who studied business management but is now a Shaolin-trained stuntman, and Singaporean filmmaker Anthony Chen, whose films broke Asian conventions. The Uncage videos tell the stories of how they have forged their own paths, breaking free from conformity.
Guinness Anchor Bhd (GAB), which markets the brand, says in a statement that Tiger is running counter to traditional beer advertising themes with this latest campaign and wants to speak to young adults in a personal way by inspiring them to realise their potential.
“The Asian beer brand is portraying itself as a symbol of courage – encouraging people to ignite the Tiger inside and take the leap to follow their passions and dreams,” it says.
GAB marketing director Bruce Dallas says: “As an iconic beer brand created in Asia, Tiger aspires to spark a change among young Asians.”
As part of the launch, two simple contests were created for fans. The first calls for consumers to watch Tiger Uncage videos at www.tigeruncage.com.my and answer three simple questions to win an exclusive paid trip to Hong Kong for a freehand tattoo by Tattoo Temple founder Joey Pang. The second beckons fans to uncage themselves via a photo contest and stand a chance to win exclusive Uncage merchandise.
On top of that, the website also enables consumers to create their personalised 15-second Uncage video at the website based on their Facebook profile.
Uncage will be launched with print and integrated digital engagement programmes. This will be accompanied by the unveiling of an enhanced vibrant brand identity across all consumer touch points including fresh logos, visuals and packaging.
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