The Brief

Position the new Tiger Crystal as the beer of choice at home amidst Taiwan’s COVID restrictions.


Tiger Beer Taiwan

Uncage Your Inner Voice

KTV Uncaged.

Our Approach

When Taiwan announced their strictest COVID restrictions yet in mid-2021, Taiwanese consumers suddenly had to stay home, and away from their favourite drinking establishments.

To launch the new Tiger Crystal in the midst of the pandemic, we tapped into an activity that Taiwanese love; one that they will engage in even when they’re stuck at home — karaoke.

We partnered with one of Taiwan’s most popular rock bands, 831, to create a new song that we released through a music video online. Viewers were then invited to sing the song their way at home, and share their renditions on IG Stories for a chance to win free packs of Tiger Crystal and other exclusive prizes.