The Year of the Rabbit is just around the corner – but to celebrate this auspicious season, we need to pause, celebrate and re-energize for an even bolder tomorrow with… a Tiger.
Life’s small wins are often left unacknowledged in the daily hustle of chasing after tomorrow. So this Chinese New Year (CNY), Tiger inspires fans to take a pause and celebrate past moments to re-energize their inner Tiger with the recent launch of its ‘Cheers to Bold Beginnings’ CNY campaign. During the new campaign’s unveiling, Tiger introduced ‘Gan Gan Chong’, which means the ‘spirit to break through’, 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 channels.
“The Boldest Chase”
‘The Boldest Chase’ is a one-of-a-kind campaign that invites consumers to interact with the content and win exclusive prizes. By tapping on the screen of mobile devices, or pressing the ‘T’ key on their desktop when they spot the lucky Tiger logo, viewers will be able to unlock rewards. The music video was revealed at the campaign 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.
Guests were treated to an energetic performance by the three artists upon checking 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, where they got to take a pause and indulge in the festive spirit. These activities are running from now until 23rd January at Tropicana Gardens Mall, for consumers to experience and win exciting prizes.
With the energy at an all-time high during the launch, guests were then ushered to the Extra Super Tanker Restaurant for dinner. There, they enjoyed an energizing lion dance performance, a 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.
According to Roland Bala, Managing Director of HEINEKEN Malaysia, this year, they encourage Tiger fans to have courage in facing the challenges of 2023 with the spirit of “Gan Gan Chong”. With their nationwide activations and promotions, they want fans to take a moment to celebrate the joy of true togetherness to inspire a better Year of the Rabbit.
Here’s a sneak peak of the launch:
For more information on the Tiger CNY 2023 campaign, merchandise, promotions, contest and giveaways, check our their website, as well as Tiger’s social media pages on Facebook and Instagram.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only. As always, drink responsibly and don’t drink and drive.
