UNCAGE THE FREEDOM OF ‘TIGER’New Year's Eve is always a sacred time when people cherish meaningful values, joy, and celebration. However, there are invisible barriers for many people that prevent them to enjoy the New Year's Eve in a breakthrough, special and most courageous way, especially to celebrate the explosive New Year with loved ones, to imprint a passing year.Furthermore, Music has for long been a human-to-human connective platform, in which we see an enormous pool of fans always craving to show their passion and love for music. With the Uncage the Courage mission, Tiger now uncaged the true freedom for Young Tigers to kickstart a courageous new year with Tiger Remix - where the sublimation of music meets.

TIGER REMIX 2023 - THE COMEBACK OF THE LEGENDSTiger Remix has long since been established as a crucial opening component of holiday culture. The excitement and social noise are brought on by its presence. Tiger Remix creates an event that is too grand to forget, closing 2022, the year of the tiger and celebrating the upcoming 2023.The theme “Uncage the bravery in the year of Tiger”, Tiger Remix 2023 claims its comeback in a legendary way. The comeback of the legends - Tiger Remix & idol CL 2NE1The legendary memory that only Tiger Remix can caterThe “uncage” experiences that are too extraordinary to miss out

To create the big boom for the event, the brand leverages the social platform to lure their FOMO with the series of activities and the consistent connection of social influencers & communities, along with hot (& legendary) celebrities for the show.Phase 1: ALL EYES & WORDS ON THE UPCOMING…WITH THE ANTICIPATED COMEBACKTapping in the FOMO psychology of users, Tiger fanpage ignites the anticipation for its return with the provocative e-message, "Are you ready for Tiger Remix?".WOM channels all tiers quickly spread the message online, along with the increase in user-generated interesting activities, the comeback announcement exposure is going viral. In addition, Tiger Beer has posted a number of outdoor advertising (OOH) billboards with the above SMS message, further enthusing the public over Tiger Remix's return.…AND THE MIND-BLOWING COMING OF THE LEGENDThe anticipated buzz surrounding the upcoming event is further accelerated through the teasing about CL appearance - member of iconic Korean musical band 2NE1 at Tiger Remix.Tiger fanpage leaked the lyrics of the foreign performer "NỀ CÀ CHẾ CHA LA CÀ" post, and this soon sparked excitement over the performer's impending arrival. Communities from a variety of categories, including Advertising, the Kpop community, and the mass community, remark on this topic and drive discussion among users. Afterwards a number of forums shared Tiger's postings' content and linked to recent rumors about other artists, leading avid fans to assert that it was CL.Phase 2: UNCAGE THE MAIN STAGETiger hosts the event series in 4 key cities - Quy Nhon, Da Nang, Ho Chi Minh & Can Tho.Before the event: SPICE UP THE HYPEAlready established through past Tiger Remix offline programs with extremely qualified stage scale & engaging activities, the brand warms up the audience by utilizing old footage to announce and excite the awaited throughout the country as well as at each local spot.In addition, at every local event destination, Tiger spices up with the hottest line-up performers, posting with branded frames to invite the audience to rock with them at the hot event. which Subsequently KOL and communities wide-spread the artist image and CTA users to participate to generate UGC & further buzz up the anticipation. The discussion is driven further when WOM activities & users start to guess & spread various rumors about the appearance of CL.The brand also leverages on both Facebook & TikTok to showcase the location & timing of the events.During the event: THE NEVER-ENDING STAGE BURN FROM THE ICONThe event series start with Da Nang & Quy Nhon, into the biggest stage of Ho Chi Minh and end with Can Tho, where the hype reaches the peak when audiences show their excitement with the announcement to join the events from iconic line-up influencers.Beginning at Da Nang & Quy Nhon, the stage constantly stirs up the non-halting heat with the live updates from KOL & Communities about the performance of the Vietnam showbiz hottest (Hoàng Thuỳ Linh, Rhymastic, Tóc Tiên, etc,.). Hot KOL & local content creators also join in to interact with offline stage and on-site activities. TikTok communities are also leveraged to spread-out the grandiose of the events.Recapping the first of the series, Tiger snapshots the best moments of the event as well as CTA the audience to await for the following biggest destination.Arriving at Ho Chi Minh City, the stage enjoys the grace of the icon & legend CL who drives the most attention for her fan meeting session and performance and indicates that the brand is truly having its peak. Similarly, the event leverages live updates and amplification from hot KOLs & local creators on all channels, showcasing the international-worthy scale, then inviting users to join the final destination.Last but not least, the heat never lowers at Can Tho when the hot line-up continues to stir up the stage and social space and achieve a grand wrap up to enable the celebration of a new beginning - 2023.Tiger Remix achieved a big success, showcased by 28.3M views of #Tigerremix2023 on TikTok.Phase 3: THE NEVER ENDING COURAGE STORY The heat of Tiger Remix 2023 was never ended with exalting discussion from communities & UGC that definitely pinned in users memory of a phenomenon event with dominating records of audience scale & sentiment score reported from Younet. Tiger Remix 2023 has uncaged the freedom of the youth’s definition about New Year experiences with Uncage the New Year Courage story to celebrate together and promise a spectacular comeback.

As the leading beer brand in Vietnam market, this campaign already brought another legendary results by driving Brand Sales growth by 28% vs. Dec ‘21, and Market Share increased by 2.4pts vs. Dec ‘21, especially Sales of Q4 ‘22 grew by 54.8% vs. Q4 ‘21. The Tiger Remix across 4 cities attracted more than 510K people to join and welcome the new year.And Tiger Remix campaign also hit Social impressive achievements:- Top 1 BSI Campaigns & Top 1 BSI event in December 2022- Top 6 BSI Events in January 2023.- Achieved 2.100.000 buzz on social- Achieved 28.300.000 views on Tiktok with hashtag #TigerRemix2023