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TWIST TO THE NIGHT
Project type
Digital Activation, Concept & Creative, UIUX Design
Team Members
Vinnie, Eugene, Irfan, Shu Xian, Balerie, Shih Ean, Eric, Ting & Mobius
Role
Lead UIUX Designer
Client
Tiger Beer (Asia Pacific Breweries Singapore)
Beer in Singapore is losing its appeal, often dismissed as an ‘uncle’s drink.’ Tiger Soju reinvents it with a bold fusion of beer and soju, designed for modern tastes.
To connect with younger drinkers, we crafted an online-to-offline experience, blending interactive challenges, cultural touchpoints, and exclusive rewards. A digital game card transforms Tanjong Pagar’s nightlife into an adventure, where players complete mini-games, explore bars, and earn milestone prizes, including custom collectibles designed by local artist Ben Quek.
Adding to the experience, a roving snack bar, inspired by Asian street food culture, serves bold flavors like Mala Karaage and Fried Mushroom with Curry Cream, the perfect match for Tiger Soju. By merging gameplay, culture, and community, Tiger Soju isn’t just a drink, it’s a fresh new way to experience beer.
