AS 2014 ON 31 JANUARY IS YEAR OF THE HORSE, WHERE ELSE COULD CARLSBERG CELEBRATE CHINESE NEW YEAR THAN AT SELANGOR TURF CLUB?
In honour of the Year of Horse, Carlsberg also inaugurated the Carlsberg Golden Success Cup and guests were asked to pick a gold coin (OK so it is a plastic container so don't get excited) from the door of the fortress, newly built for the occasion. I picked one and due to Buddha's blessings, a Carlsberg cap inside read '88' so I got RM 88! Every coin had a Carlsberg cap with something for everyone---RM 8 or pack of cards.
Gallop into the Year of the Horse
with Carlsberg to unleash success and prosperity
With the thunder of hooves auspiciously
heralding the Year of the Horse, Malaysia’s most preferred beer brand, Carlsberg,
unveiled its Chinese New Year campaign with a magnificent media launch
fittingly held at the prestigious Selangor Turf Club (STC) at the auspicious time
and date of 11:11 am on January 11. Too bad the year was not 2011 but we cannot
have everything, even I am forced make do with things!
Given the cultural significance
of the Chinese zodiac sign of the horse in the eyes of the Chinese community, Carlsberg
welcomed the lunar new year by presenting a special horse race named the ‘Carlsberg Golden Success Cup’ to
symbolically unleash success and good fortune in leaps and bounds for consumers
and customers of the brand.
In keeping with tradition, the
launch itself was filled with pomp and ceremony that started with the arrival
of Carlsberg Malaysia managing director Henrik Juel
Andersen in a
horse-drawn chariot to the beat of Chinese drums, followed by the appearance of
eight “Fook Gods” (Gods of Prosperity), and a riveting lion dance performance by multiple world-champion troupe, Kun Seng
Keng Dragon Lion Dance Association.
The launch also unveiled the striking creative of the Carlsberg Chinese
New Year campaign from behind a 10-foot tall door embellished with mock gold coins,
reminiscent of an ancient palace entrance in olden day China.
The artistic creative depicted
a liquid-like golden horse on its hind legs appearing from the rich golden beer
gushing out from a Carlsberg bottle. The majestic and magnificent look and feel
of the creative as well as the tagline that was unveiled represents Carlsberg’s
call to consumers to unleash their success and good fortune when they open a bottle
of Carlsberg.
Andersen said, “Carlsberg has
always taken the time to pay homage to and show appreciation for Chinese
customs and traditions, and more so during this time of the year. As we bid
goodbye to the Year of the Snake, we are racing into the new lunar year with
speed and energy to spread success and good fortune to all our consumers and
customers.”
“The horse is a strong and noble
animal. Its magnificence is clearly reflected in our Chinese New Year campaign creative
and it is Carlsberg’s call to consumers to take charge and be bold as they
pursue every happiness and success that await.”
In what was arguably the most
auspiciously symbolic race of the year for the brand, the ‘Carlsberg Golden Success Cup’ saw jockeys and horses vie
wholeheartedly to gain the lead, and win the prestigious trophy and cash prize
of RM75,000 as the crowd cheered them on in a hearty welcome to the upcoming
Year of the Horse.
Andersen said that the horse
race was also a part of Carlsberg’s quest to encourage consumers to boldly
embrace the year ahead. “The horse has long played an integral role in the
history of China, be it for transportation, to fight battles, as entertainment
for its emperors and even in Chinese mythology. What better way to usher in the
Year of the Horse than with this horse race that embodies the energy and
strength that we wish for our consumers to achieve golden success in the lunar new
year.”
He
added, “We have already begun sharing good fortune and prosperity with our Chinese
New Year ang pow giveaways through the
consumer promotion nationwide. With over
80,000 cash prizes and giveaways up for grabs, we are happy to see thousands of our consumers
being rewarded with ang pows as a
result. This is our way of saying “thank
you” to our loyal consumers.”
To
participate in the promotion, Carlsberg consumers just need to check the bottle
cap liner when they open either a large bottle of Carlsberg, Asahi Super Dry or
Royal Danish Stout at participating outlets. With a total of 30 big ang pow of RM8,888 each and 3,000 ang pow worth RM388 each to be given
away by February 14, Carlsberg consumers should not miss the opportunity to be on
the receiving end of good fortune from the brand. To add excitement to the campaign,
consumers who submit a contest form could also stand to win RM888 and bonus prizes.
Four bonus round draws will take place during the campaign, where a total of 40
units of 50” Sharp LED televisions as bonus prizes can be won.
To
bring family and friends closer together during the festive season, Carlsberg is
the official beer sponsor of the promotional roadshow for the Chinese New Year
movie “Ah Beng – Mission Impossible’, a Malaysian production featuring local
artistes Jack Lim who plays ‘Ah Beng’, as well as Jeff Chin, Yumi Wong, Gan Mei
Yan and Chen Keat Yoke. As part of the roadshow, the cast will visit 20
Carlsberg affiliated food courts in Klang, Ipoh, Butterworth and other parts of
Penang to meet and greet consumers. Consumers who purchase two buckets of
Carlsberg during the activity stand a chance to get an autographed photo of ‘Ah
Beng’ and the other stars.
Andersen
concluded, “As the Lunar New Year strides closer day by day, it is vital to
celebrate new beginnings and to spend time with family and friends as it gives
people a chance to strengthen bonds and renew ties. And like every other year,
what is a reunion or gathering in the Year of the Horse without an icy cold
Carlsberg?”
For more information on the
consumer promotion and other festive activities lined up, go to facebook.com/Carlsberg
or carlsbergmalaysia.com.my.
MUSIC
HEALTH AND WEALTH TO ONE AND ALL!
Carlsberg Malaysia 2014 CNY Campaign
FACT SHEET
Carlsberg Malaysia’s ‘Golden Success’ Icon
· Inspired
by the significance of the horse in Chinese culture which has traditionally
been a source and symbol of mobility, productivity and development since
ancient times, the icon represents the achievement of great success and good
fortune in leaps and bounds.
· In
respect of Chinese tradition and culture, Carlsberg Malaysia intends to kick
off the coming lunar new year by spreading success and good fortune to all its consumers
and customers and this desire is inherent in the many auspicious elements of this
icon.
· The
golden horse is formed out of beer flowing out from a bottle of Carlsberg and its
auspicious golden colour signifies the unleashing of abundant wealth.
· The
horse is positioned as rearing on its hind legs to reflect that courage and
strength to pursue success are bestowed upon all in the Year of the Horse.
· The
fiery red background signifies wishes of good fortune from Carlsberg Malaysia to
all its consumers.
Carlsberg
2014 CNY Consumer Promotion
· The
campaign is from December 16, 2013 till February 14, 2014.
· More
than 80,000 prizes in ang pows and other giveaways will be up for grabs.
· Tier
1 consists of 30 cash prizes of RM8,888 each for an ‘A’ on the bottle cap
liner.
· Tier
2 consists of 3000 cash prizes of RM388 each for a ‘B’ bottle cap liner.
· Tier
3 consists of 80,000 bottles of Asahi Super Dry for each ‘C’ bottle cap liner.
· ‘A’
and ‘B’ bottle cap liners winners are required to contact the redemption
centres to claim their prizes. While bottle cap ‘C’ prizes can be redeemed
immediately at participating outlets.
· Collecting
3 ‘Z’ bottle cap liners entitle consumers to participate in a contest draw
where they stand to win cash prizes of RM888 each as well as one of 40 Sharp
50” LED TVs which will be given away in fortnightly bonus rounds.
· For
the duration of the campaign or while stocks last, consumers can also purchase
Carlsberg CNY Festive Packs, which consist of 24 cans shrink wrapped in custom
designed Year of the Horse packaging.
No comments:
Post a Comment