Tiger CNY 2023: ??? THE BOLDEST CHASE

Agency

NAGA DDB SDN BHD

Client

Heineken Malaysia Berhad

Product/Service

Tiger Beer

Brief

Because most beer brands are very similar, there’s a constant risk of them competing on price before Chinese New Year (CNY), which often results in people choosing the cheapest option. To make Tiger Beer stand out as the preferred beer during this busy time and create a unique way of enjoying it, we need to come up with a plan.

In other words, we want to make Tiger Beer special and popular during CNY, even when many other beers are around. We also want to create a drinking ritual for Tiger Beer that we can hopefully own in time.

Solution

Tiger Beer aimed to make the CNY toasting occasion their own by introducing the “Gan Gan Chong” (translation: dare to charge) toast, fostering a sense of togetherness reminiscent of the traditional “yam seng.” They also launched “The Boldest Chase” music video, featuring prominent KOLs as the main characters, with the hope of standing out in the crowded landscape. By utilizing the song they created, they tapped into ATL mediums, such as radio, which typically don’t allow alcohol advertising, to extend the song’s reach to the target audience celebrating CNY. Additionally, they engaged consumers through interactive in-store, online, and on-ground activities that offered rewards.