A different sort of buzz – that was what it was at the recent SG Buzz series in Perth (28 Sept), Adelaide (30 Sept) and Brisbane (1 Oct). For the more than 300 Singaporeans who thronged the events, the booze definitely added to the buzz.
Singaporeans at SG Buzz in Brisbane with a Tiger in hand
It couldn’t have been more befitting to have beer served at the event, especially when events like these bring the Singaporean community in overseas cities together. That alone is cause for celebration wouldn’t you agree? But it wasn’t just any old beer, it was our beloved home-grown brand, Tiger. For a brand that’s been the pride (literally) and joy of the Asia Pacific Breweries (APB) since 1932, SG Buzz speaker Mr Bennett Neo spoke fondly about the brand as if it were his third child.
Mr Bennett Neo, APB’s Regional Director addressing the Overseas Singaporean community
Mr Neo, 42, who is Regional Director of APB winsomely brought home the point that in the successful global branding strategy of Tiger Beer, these four principles need be applied - Consistency, Innovation, Engagement and Authority. Though the evening turned out to be an impromptu marketing and branding lesson, much to the delight of Singaporean students studying marketing and advertising, it wasn’t without nuggets of historical facts and fun trivia questions that had attendees squint to decipher what else was significant in the brand mark of Tiger Beer.
Mr Neo addressing questions by students at SG Buzz in Adelaide
A successful Singapore brand that’s gone global is truly something to be proud of, what more in the knowledge that the golden brew in hand is brewed in Singapore. Questions came fast and furious in Perth and Brisbane, but picking the mind of Mr Neo continued throughout dinner time. While Mr Neo was popular among university students in all three cities, business professionals too had their chance to interact with the speaker.
The buffet line comprising Singaporean dishes and flavours in Perth
At dinner in each city, effort was made to cater local dishes and serve local flavours that were tongue and time-tested. The booze added lots to SG Buzz and we’re glad it went down just splendid with Singaporeans Down Under. Almost 88% of the crowd across the three Australian cities rated the events very favourably.
It wouldn’t have been as well executed if not for the student volunteers from the various universities as well as the Singapore social clubs and business organisations in those cities. So a big “Thank You!” to all who helped and were part of SG Buzz in one way or other!
You can view the photo galleries of SG Buzz in Perth, Adelaide and Brisbane on Facebook.