Singapore, 25^th April 2008 – JCDecaux inaugurated its win as the exclusive media owner, again, at Orchard and Scotts Underpass with the notable brand, Tiger Beer, in a witty and refreshing concept that is built around the brand's fundamental philosophy of Passion for Winning. The campaign, kicked off on 23rd April, recreated the Orchard Underpass into a life-size walk-in platform in 3-D. to intrigue and engage passers-by with 25 classic board games, each equipped with dusters and markers, such as Tic-Tac Toe, Spot the Difference, Follow the Lines and Sukudo just to name a few.

With the tagline, 'Winners never back down from a challenge', the campaign strives to bring to life the brand's spirit of winning and continuous commitment to deliver a product of unparalleled quality. More importantly, the campaign seeks to celebrate winners and their winning moments in life where these special moments in life's journey are often best celebrated and enjoyed with a Tiger Beer in hand. The core target audience for this Saatchi & Saatchi-created campaign is PMEBs between 25 to 35 years old.

Mr Daniel Teo, General Manager (Commercial) of Asia Pacific Breweries Singapore (APBS), said, "In keeping with the changing consumer landscape, we have to constantly refresh and innovate to stay relevant with the new generation of discerning drinkers. This campaign plays up our heritage of winning and effectively communicates with progressive adult drinkers of today in a celebratory and appealing manner."

Evlyn Yang, General Manager (Sales & Marketing) of JCDecaux Singapore, commented, "JCDecaux understands the importance of communicating with consumers in a premium way. In the case for Tiger Beer, JCDecaux Orchard Underpass is a perfect environment to convey its message as the Underpass has established itself to be a key and sought-after walkway in the prime Orchard Road for advertisers and commuters for many years, offering high visibility with an estimated footfall of 2.8 million a month. Moreover, it consolidates the brand's image of quality and innovation for both Tiger Beer and JCDecaux."

The four-week campaign with JCDecaux ending 20th May was planned and booked through Mindshare Singapore.