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Tiger Beer 'Chinese Year of the Tiger' campaign

Agency: Exposure

Client: Tiger Beer 

Creative communications agency Exposure has developed an integrated campaign for Tiger Beer.

Chinese New Year in February ushers in the Year of the Tiger in the Chinese calendar. The campaign uses this as a hook and challenges consumers to ‘discover the secrets of the Year of the Tiger’.

Exposure will deploy a range of strategies targeting Tiger’s core audience of men aged between 18 and 34 as well as the Asian restaurant and wholesale sector, including above-the-line advertising, experiential, digital and promotional activity.

The campaign is both national and regional with a programme of events taking place in Chinatowns across the UK. Activity breaks in mid-January with press ads and continues throughout February, with Chinese New Year celebrated for two weeks from February 14, 2010.

In partnership with Dazed and Confused magazine, Exposure has created a Tiger Beer guide to Chinese New Year showcasing the best of the UK’s Chinatowns.

The guide will be published as a supplement in the magazine (out Janurary 21) and hosted in an extended format online, with the campaign microsite – – launching on January 15.

There will also be an iPhone app available for download that features a game based on Chinese New Year and a bar locator. This uses augmented reality to guide consumers to the nearest and best Tiger Beer outlets (both restaurants & bars).

To celebrate the Year of the Tiger, Tiger Beer has created a unique series of events across the UK – ‘The Tiger Lucky Eight’.

The Tiger Beer/Dazed and Confused collaboration also extends to three exciting exhibitions that will finish with an after party. The remaining Tiger Lucky Eight events will be themed around the five elements of the Chinese Zodiac: earth, wood, fire, metal and water.

The five elements will be brought to life in engaging, interactive installations, created by emerging artists. These have been curated by celebrated artistic guru Josef Valentino.

Above-the-line activity will consist of print and outdoor advertisements. The creative is executed with an alluring illustration of a young Far Eastern woman looking through a slatted blind and the words “At Chinese New Year, what else would you drink?” and inviting consumers to learn more about Chinese New Year at

Jason Wills, senior brand manager, Tiger Beer, said, “Exposure has created a campaign that embraces the Chinese Year of the Tiger and provides a platform to talk to consumers about Tiger’s heritage and authenticity. It’s a great way of getting them involved in the burgeoning contemporary Chinese cultural scene in the UK.

"Tiger has always supported Chinese New Year, but this year we wanted to do something that would make the brand really stand out and increase the relevance of the Chinese New Year festival for our consumers.

“Tiger has an extensive knowledge of all things Far Eastern, and as part of the celebration of Chinese New Year we want to share our secrets on both authentic and contemporary Chinese food, culture and music with consumers through our exclusive guide.”

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