The past two years has been rather turbulent but I believe we have tide thru and grown more resilient during this period. Life’s small wins are often unacknowledged in the daily hustle of chasing after tomorrow. This Chinese New Year (CNY), Tiger inspires fans to take a pause and celebrate past moments to re-energize their inner Tiger for an even bolder tomorrow with the launch of its ‘Cheers to Bold Beginnings’ CNY campaign today. To kick it up a notch amongst Malaysian fans, Tiger introduced ‘Gan Gan Chong’, which means the spirit to breakthrough, as a blessing of boldness this CNY.
Bringing this blessing to life, Tiger partnered with three homegrown artists – Dato Maw, Han Xiiao Ai and Danny Lee – to create a CNY song and music video, entitled ‘The Boldest Chase’. The three artists were chosen to represent the brand as they embody the same courageous spirit to boldly overcome the odds on their journey, as seen in some apt references in the song lyrics. The song is available on the campaign’s microsite, YouTube and Spotify.
The music video was revealed at the media launch event that took place at the concourse area of Tropicana Gardens Mall, which has been transformed to depict the vibrant streets of Chinatown and included various interactive activities for consumers and shoppers to enjoy. I was there at the media event and tried out ‘The Boldest Chase’ which invites us to interact with the content and win exclusive prizes. By tapping on the screen of mobile devices, or pressing the ‘T’ key on the desktop when we spot the lucky Tiger logo, we’re able to unlock exciting rewards!
At the media event, we checked out the interactive activities such as the ‘Trail of the Tiger’, ‘Roar Challenge’, ‘Gold Bar Challenge’, ‘Gan Gan Chong’ Dance Challenge, and ‘Lou-A-Fortune’ game to win ourselves some Tiger merchandise. These activities are available from now until 23rd January at Tropicana Gardens Mall, for consumers to experience and win exciting prizes. Thereafter, we were treated to an energetic performance by the three artists as well as lion dance too!
That’s not the end of the night, as we were then ushered to Extra Super Tanker Restaurant for dinner. There, we enjoyed an energising lion dance performance, a rousing yee sang toss to commemorate the occasion and invite abundance for the Year of the Rabbit, as well as stage performances, all while celebrating bold beginnings with Tiger.
“Last year we roared together and made the best out of a challenging and disruptive year! This year we encourage our fans to have a bold courage to face the challenges of 2023 with the spirit of “Gan Gan Chong”. With our nationwide activations and promotions, we want our fans to take a moment to celebrate the joy of true togetherness to inspire a better Year of the Rabbit,” said Roland Bala, Managing Director of HEINEKEN Malaysia.
It was such a fun night catching up with everyone while roaring to greet the year ahead!
For more information on the Tiger CNY 2023 campaign, merchandise, promotions, contest and giveaways, check out https://tigercny2023.tigerbeer.com/, as well as Tiger’s social media pages at www.facebook.com/TigerBeerMY and www.instagram.com/tigerbeermy.