Virtual launch for brand’s CNY campaign


Limited-edition Tiger Beer and Tiger Crystal cans took pride of place on stage.

TIGER Beer is known for organising grand launch events to auspiciously kick-start the Chinese New Year period.

Determined not to break the tradition this year, Tiger brought an “Ongsome” launch to media and trade partners in the comfort of their own homes and offices — with an innovative augmented reality (AR) twist.

The Tiger Ong Box contained everything guests would experience at one of Tiger’s legendary launches — auspicious greetings, delectable CNY snacks, exciting games, exclusive goodies and, of course, plenty of Tiger beer.

Recipients began the unboxing with a unique AR experience as Heineken Malaysia Bhd’s managing director Roland Bala appeared on the virtual stage to greet them.

Next came the key feature of Tiger’s CNY campaign, “Bring on the Ong” – limited-edition Tiger Beer and Tiger Crystal festive cans.

The collectible cans in auspicious colours of red and gold are available in two sets of Tiger Beer and Tiger Crystal packaging.

When combined, the characters on the cans will spell out the greeting “Wang Shi Ru Yi” which means “be prosperous as you wish”, encouraging consumers to look ahead to the coming year with more optimism and hope for more good luck.

While the limited-edition designs look great in their own right, they really come to life when scanned with a smartphone.

Doing so on the “Wang” and “Ru” cans will reveal an exclusive AR experience with auspicious greetings.

As recipients of the Tiger Ong Box continued unboxing the final layer, they came across a selection of CNY snacks with auspicious meanings — sweet pineapple tarts, succulent barbecued meat, peanuts and pistachios were carefully selected so the Year of the Ox will be filled with prosperity, good luck, longevity and joy.

“In past years, we normally would greet and meet our media friends and trade partners in person, ” said Roland.

“But given the extraordinary time we live in, this year we decided to do it virtually.

“Every year we wish for a happy, healthy and prosperous Chinese New Year, and this year the desire is stronger than ever. That is why our campaign this year is called ‘Bring on the Ong’.We have great promotions lined up with more than RM1mil worth of prizes.”

Customers will also be able to get hold of the limited-edition cans when they purchase one carton of Tiger Beer and one carton of Tiger Crystal at participating outlets.

There are two sets to collect, with two designs in each set. The limited-edition cans are available from now until Feb 10 at participating outlets across Malaysia, while stocks last.

Check out https://tigercny.my/ for more information and to experience the AR animation.

All promotions are open only to non-Muslims aged 21 and above.

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