This Chinese New Year (CNY), Tiger Beer is inspiring 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 at Tropicana Gardens Mall, Petaling Jaya on Jan 5, 2023.
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.
Tiger partnered with three homegrown artistes – Dato Maw, Han Xiiao Ai and Danny Lee – to create a CNY music video entitled The Boldest Chase, which is available on the campaign’s microsite, YouTube and Spotify.
The Boldest Chase 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 desktops when they spot the lucky Tiger logo, viewers will be able to unlock the rewards.
The music video was revealed at the campaign launch event at Tropicana Gardens Mall, Petaling Jaya where the concourse area has been transformed into vibrant streets of Chinatown and included various interactive activities to engage with consumers and shoppers.
Guests were treated to a 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’.
These activities are available from now until Jan 23 at the mall for consumers to experience and win exciting prizes.
Guests were then ushered to Extra Super Tanker Restaurant for dinner.
There, they enjoyed a lion dance performance, a yee sang toss to 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 Heineken Malaysia managing director Roland Bala.
Tiger Beer and all related promotions and activities are strictly for non-Muslims aged 21 and above only.
Heineken Malaysia advocates responsible consumption and urges consumers to not drink and drive.
