Tiger Brokers takes investing pitch to the streets with ‘Yellow Men’ campaign

Singapore – Bright yellow figures staging impromptu fitness challenges across Singapore have been identified as part of a marketing campaign by Tiger Brokers Singapore.

The activity formed the first phase of the brokerage’s “Where’s Your Next Step” campaign, designed to encourage individuals to take the first step towards investing.

The activation took place over recent weeks at locations including Bedok Reservoir and Collyer Quay. 

Participants were invited to compete against performers dressed in full yellow suits in a series of physical challenges, including pull-ups, standing broad jumps, and short-distance sprints, with S$50 cash prizes awarded to winners.

More than 80 people took part across the sessions, with each activation drawing crowds of onlookers. Videos and images from the challenges were subsequently shared online by participants and spectators.

The move comes as financial platforms in Singapore continue to explore alternative marketing approaches to reach new investors, particularly younger and digitally engaged audiences.

Ian Leong, CEO of Tiger Brokers Singapore, said the campaign draws a parallel between physical challenges and investing. He noted that both require individuals to take an initial step, which can often be the main barrier.

The campaign is set to continue with a second phase focused on community engagement. 

Tiger Brokers plans to collaborate with local fitness and wellness groups, including Easy Pace Run Club, Urban Milers, and Pickle Academy of Singapore, to host events aimed at encouraging participation and discussion around personal and financial development.

Ernest Teh, associate director of marketing at Tiger Brokers Singapore, said the approach reflects how younger audiences increasingly engage through community-based activities. 

He added that the campaign is structured to create accessible and social entry points for participation before introducing financial concepts.

Tiger Brokers said representatives will be present at upcoming events to provide guidance on its platform and investment tools as part of efforts to support new users.