The campaign, planned together with Mindshare, was part of an integrated campaign covering SPH’s multi-media offerings such as print, online, mobile and out-of-home. Online, the campaign featured the use of SPH Targeted Video Commercial (SPH TVC) platform as a launch pad. 2 versions of the video commercial were used - New York and London.  Interestingly, no free-to-air television channels were used in this campaign.

The campaign objective was to get as many people as possible residing in Singapore to watch the video clips featuring Tiger beer's latest branding message on "Enjoy Winning". To achieve this, online viewers were encouraged to refer their friends to the video in order to gain as many chances to a lucky draw. For each referral which resulted in the video commercial being watched, the referrer would be entitled to one chance. The top prize was a 4D/3N trip to London, fully paid for by Asia Pacific Breweries (APB).

Kicked off on 14 April, the campaign ran for 3 weeks in AsiaOne's lifestyle websites such as SoShiok (food), Digital, Motoring and Travel. Visitors to AsiaOne's homepage and SPH's online newspapers such as The Straits Times and The Business Times also got to view the video commercial. The generated buzz was so impressive that a reader from New York wrote in to AsiaOne requesting to participate in the contest open only to Singapore residents!

At the end of the 3-week campaign, both video commercials had been watched nearly a million times by half a million unique online audience, doubling APB’s expectations.

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To find out more about advertising opportunities with SPH TVC, contact Anson Tan (9834 9100) or Sam Ong (96525880).