Tiger Beer Singapore has taken a fresh step towards strengthening its
connection with consumers in digital space through the launch of its
revamped official website (http://www.tigerbeer.com.sg/). Adopting a
new online engagement theme known as “R U”, the new-look website
targets online and offline social interaction around the brand,
channelling it towards a younger generation of drinkers, thus extending
its positioning as Singapore’s favourite beer.
The concept of “R U” is centered on Tiger’s celebration of all things
“you” to bind consumers closer to the brand. Positioned as a portal of
great experiences to connect consumers to their passions, the new
website design was primarily motivated by its audience’s need to belong
and be socially connected to friends and the latest events in Singapore.
The message structure was developed in mind of the audience’s ability
to relate better to brands than to focus on them. Using messages that
are fun such as “R U Fan-atical” and “R U Refreshed”, presented
alongside visually impactful images that reflect the high-energy nature
of the target audience, the revamped website reflects their interests
and speaks the casual, shorthand language of the digitally literate.
The website features three key tabs, one of which includes “Tiger
Crystal” which shares information about the brand’s latest beer
innovation and allows visitors to find out where the product is
available in Singapore with a “Tiger Crystal Locator” function. The
other two main tabs are “Football”, which highlights the latest updates
about Tiger Football and The Tiger Season Ticket initiative and
“Translate” which offers news about Tiger Translate and its events in
and around the region.
The objective of the revamped website is to stimulate dialogue and
interaction across all online and social channels. With that in mind,
Tiger aims to provide genuine engagement opportunities and real value
for action for its consumers. The website is linked to an active Tiger
Beer Singapore Facebook page
(http://www.facebook.com/TigerBeerSingapore) which currently has close
to 22,000 fans and showcases Tiger Beer commercials featured on YouTube.
“Innovation was the key driver for Tiger’s revamped website. It is
packed with innovative elements and leads the charge of our digital
strategy and focus. We have placed a greater emphasis on the interests
of the younger generation of consumers, in a trusted and transparent
environment. The tonality and approach in developing this refreshed
website, was with the younger generation of consumers in mind. We hope
that they will resonate increasingly with the brand and its innovations
along the way,” Wong Mei Wai, Head of Marketing, Asia Pacific Breweries
More content is set to be rolled out gradually over time on the
website. Tiger Beer will also be running a competition off its Tiger
Beer Singapore Facebook page, with $10,000 of prizes to be won.
Participation is not pegged to purchase; one simply has to register
online as a user. The top prize is an invitation to an exclusive Tiger
Crystal party, valued at $100.00 per person, with 150 exclusive invites
to be redeemed.