Background.

• Situation

During Chinese New Year in Singapore, Singaporeans are using the public holidays to travel outside of the country and skipping the festivities and familial reunions altogether.

• Brief

Tiger Beer wanted to communicate a message that would resonate but would also change behavior to get more people to stay in Singapore during the holidays and spend time with their family.

• Objectives

To get more Singaporeans to celebrate CNY.

The Letter tells the true story of Mr Lee. The story is told through a letter that he has written to his 3 adult children, who now live and work abroad. While congratulating them on their successes and reassuring them that he is incredibly proud of them, he tells them that the distance and time spent apart weighs heavily on him. Especially during Chinese New Year.

• Implementation

The film launched online through a long-form video on social media and a shorter form video on programmatic, and was teased through digital banners, pre-rolls and outdoor ads. The film included a contest component which allowed Singaporeans to nominate someone they would like us to fly home for the Chinese New Year holidays.

• Timeline

2- 24 January 2018

• Placement

The film lived on the following online platforms:

1. Facebook

2. Instagram

3. Programmatic Open Exchange