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 - WITH TIGER COURAGE MAKING LEGENDARY EXPLOSIONHaving created a momentum in Vietnamese festive culture, every comeback of Tiger Remix all sparks off the excitement among Tiger users. In this chapter of “Uncage New Year With Courage”, Tiger continues to bring the Tiger Courage spirit back to make Tiger Remix 2023 an epic phenomenon with legendary mysteries to evoke the Tiger's image of premiumness, worthiness and internationalism.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

The campaign concept integrates the spirit of Tiger with Brand Essence "Uncage - Awaken Your Courage" closer to users, which is identified with the monumental event image, creative innovations through modern sound and light technology, the investment performances show the powerful spirit of Tiger.More than ever, Tiger Remix brings together an artist line-up who share strong personality & breakthrough DNA with Tiger Beer. Especially with the iconic name of international artist CL, a female artist from Asia with a bold image of personality and a brave story that inspires global fame in this Tiger Remix 2023 through 3 breakthrough phases.Phase 1: HYPE UP THE COMEBACK OF TIGER REMIX…VIA GUERRILLA APPROACH Tiger Remix has always been the most promising Remix show of the year, and the breathtaking comeback with the message “Are you ready for Tiger Remix” on fanpage captured great excitement from social users to wait for the comeback of hottest festive event of the year, spreaded out via a series of all-tiers KOLs & Community and the viral OOH with billboard.…TO TEASE THE LEGEND APPEARANCEThe king power of Tiger now exploded social users’ FOMO with the rumor about an international factor - the iconic CL of 2NE1 KPOP girl band. As having put a magnificent footprint on the international music map, CL was a perfect ambassador representing the Tiger Courage spirit and Asian Courage story to uncage a new year with Tiger Remix 2023.Tiger successfully navigated users with a series of mysteries closely incorporating across communities, KOLs, Tiger Fanpage, to CL' pages and PR and stirred up the unstoppable excitement among social users.The mysterious rumor lured social media users into a maze and was manifested even hotter via the international voice of famous Hypebeast to tease the legendary CL comeback in this Tiger Remix 2023. The maze was eventually cracked from the Tiger’s post “NỀ CÀ CHẾ CHA LA CÀ” & the official announcement from CL with Tiger message and kicked off colossal discussion among Hallyu fans in Vietnam. That visibility of Tiger in all CL content continued to be consistently widespread in numerous entertaining community pages across different categories, proving the leading power of Tiger.Phase 2: IGNITE THE UNCAGE STORY TO MAKE INCREDIBLE HAPPENPre-event: THE BOOMERANG CAPTURE OF GOOD OLD “UNCAGES”Tiger rang the bell to awaken audiences' core memories about the past Tiger Remix and evoke the excitement via hottest line-up, nationwide influencers, local communities, and UGC the best in-event moments captured. At the same time, Tiger teased the date & glimpse of events to heat up the hype to join the users. During & after the event: ALL THE WAIT TO UNCAGE IS INCREDIBLY WORTH ITThe events occurred in 4 big cities - Quy Nhon & Danang, Ho Chi Minh, Can Tho in monumental scale. Tiger had ingeniously utilized the local KOLs’ voices with iconic line-up influencers such as Mai Am Nhac, Co Em Trendy, etc. in perfect timing to drive audiences' fiery eagerness to enjoy live events in each locale. Tiger Remix thereby achieved a big success, showcased by 28.3M views of #Tigerremix2023 on TikTok.Moreover, all the waits of users finally came real with the official appearance of CL in Tiger Remix that totally satisfied their idolism passion and gained Tiger a brand love success with maximum audience scale & sentiment score. 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.

HIT THE LEGENDARY RECORDS 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