KUCHING: Tiger is rallying Malaysians to take a pause, celebrate and re-energise for an even bolder tomorrow with the launch of its 2023 Chinese New Year campaign, ‘Cheers to Bold Beginnings’.
Tiger is partnering with three homegrown artists—Datuk Maw, Hian Xiiao Ai and Danny Lee—to create a CNY song and music video titled ‘The Boldest Chase’.
“The trio 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,” Tiger said, adding that the song is available on the campaign’s microsite, YouTube and Spotify.
In light of this, it added that ‘The Boldest Chase’ is one of a kind 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 the desktop when they spot the lucky Tiger logo, viewers will be able to unlock the rewards.”
It stated that the music video was revealed at the campaign launch that took place at the concourse area of Tropicana Gardens Mall on Jan 5, and included various interactive activities for consumers and shoppers to enjoy.
Patrons were treated to an energetic performance by the trio 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 available from now until Jan 23 at Tropicana Gardens Mall, for consumers to experience and win exciting prizes.”
Tiger stated that patrons were then ushered to Extra Super Tanker Restaurant for dinner.
“There, they enjoyed an energising 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.”
Following this, Heineken Malaysia managing director Roland Bala said that last year, the company made the best out of a challenging and disruptive year, hence, this year, it encouraged fans to have the 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.”