The Web is only a part (yet very important) of the effort, featuring the ads componing the campaign, one week before the debut on TV, and also helping keeping trace of the path through the story.

As Linda Locke Regional Executive Creative Director of Leo Burnett Asia Pacific, explained to Contagious: "It’s a ground-breaking campaign for Tiger. They’ve been incredibly supportive throughout the process, which involved creative from Australia, strategic planning through Singapore, and the whole Asian region working as a team. It’s also fantastic that Tiger have recognised that we need to go where our consumers are. Broadband penetration in Singapore is at almost 100%, which enables to reach a wide audience and create greater engagement through a longer, and more immersive storyline."