Henrik Juel Andersen, Managing Director of Carlsberg Malaysia, prepares to light the Dragon Cannon to trigger the launch of Carlsberg’s 2015 Chinese New Year campaign.
Ushering in the Year of the Sheep with a nautical touch, Carlsberg Malaysia’s Chinese New Year (CNY) campaign is wishing consumers “Smooth sailing in a year of abundance” as it bids goodbye to the tumultuous events of the Year of the Horse to welcome a year of serenity, security and one that is simply smoother. At its CNY campaign launch celebration, Carlsberg symbolically embarked on a ‘smooth’ journey into the Year of the Sheep by setting sail in a regal ‘Carlsberg Smooth Sailing Ship’ to mark the auspicious occasion of a new beginning.
Carlsberg, probably the most popular CNY festive beer, is championing ‘smooth sailing’ by inspiring its consumers and customers to stay positive and embrace a smoother new lunar year. In this spirit, Carlsberg’s CNY message of “Smooth sailing in a year of abundance” was brought to life through a resplendent Chinese treasure ship towering up to 18 ft and spanning 28 ft in length, complemented by three billowing sails that displayed the Chinese character (順) which means ‘smooth’. For a smoother start to the year, the brand’s CNY consumer promo is also giving away cash rewards and making one lucky person its inaugural Carlsberg Millionaire.
Carlsberg Malaysia’s Management team aboard the Carlsberg Smooth Sailing Ship, flanked by Fook Gods (Gods of Prosperity), lion dancers and Chinese drummers at the 2015 CNY Launch.
The launch venue of Oasis Damansara’s central water feature provided the perfect setting for the ‘Carlsberg Smooth Sailing Ship’. Managing Director of Carlsberg Malaysia, Henrik Juel Andersen, unveiled the campaign by igniting a dragon cannon that set off the hoisting of the ship’s vivid red and gold sails to the percussion beat of Chinese traditional drums and a lion dance performance that culminated with dazzling fireworks.
Andersen said, “The year 2014 ended on a sombre note, with economic challenges, heart-breaking tragedies and unprecedented floods that have affected many people emotionally, physically and financially. In spite of the odds, it is with faith and hope that we embrace new beginnings and fresh opportunities for a year of smoother sailing.”
Carlsberg Malaysia’s Management team aboard the Carlsberg Smooth Sailing Ship, flanked by Fook Gods (Gods of Prosperity), lion dancers and Chinese drummers at the 2015 CNY Launch.
He added, “Carlsberg was also ‘born’ in the Year of the Sheep in Denmark in year 1847, making this year’s celebrations doubly meaningful. Being born in the animal sign noted for being amiable and united, Carlsberg will continue its long history as the brand that brings people together, strengthening the bonds of family and friends, to unleash smoother times for all who enjoy our smooth tasting brews.”
“Each year, we go to great lengths to create the ideal theme and icon to spread our Chinese New Year message. This time around was no different. To champion a year of ‘Smooth Sailing’ (順), what better way can there be than the ‘Carlsberg Smooth Sailing Ship’ that epitomises our message of Shun Feng Shun Shui. We invite our consumers to join us as together we embark on a prosperous voyage and chart the course forward for a smoother lunar new year.”
Dazzling pyrotechnics amplified the launch of Carlsberg’s 2015 CNY campaign.
At the launch event, guests were also invited to board the ‘Carlsberg Smooth Sailing Ship’ and spin the ship’s ‘Steer of Fortune’to win CNY giveaways.
Andersen added that in keeping with Chinese customs and to give consumers an auspicious start, its CNY consumer promo was giving away RM13,888 ang paws to 38 lucky winners, from among whom one lucky consumer will become the Carlsberg Millionaire and RM1 million richer. “All one needs to do is enjoy some of Carlsberg Malaysia’s best loved brews!” he said.
Henrik Juel Andersen joins the Fook Gods as they offer consumers wishes for a smooth sailing year ahead.
The nationwide search for the Carlsberg Millionaire is well on its way, with several winners already taking home the cash prize of RM13,888 each. To win the windfall of RM13,888, one needs to find the Chinese character (順) printed on the bottle caps of any large bottle of Carlsberg, Asahi Super Dry or Royal Stout purchased at participating outlets. Alternatively, one can also purchase the 24-can Carlsberg festive pack from participating supermarkets and hypermarkets and look for the congratulatory message printed on the base of the tray.
For additional chances, Carlsberg fans can take part in the Carlsberg ‘Guess the Coin’ contest online, at www.carlsberg-cny.com.my. Simply guess the number of gold coins forming the image of the ‘Carlsberg Smooth Sailing Ship’. The most accurate entry will win a year’s supply of Carlsberg that could also contain a lucky ticket to win RM13,888 and be in the running to be the Carlsberg Millionaire!
Acrobatic leaps and jumps left guests in awe during the thrilling lion dance performance.
马蹄声远羊咩叫，羊年到来人欢笑，大马Carlsberg集团于阿拉白沙罗Oasis广场隆重举行2015年Carlsberg农历新年推介礼，以顺风顺水为主题概念，并打造一艘意义深远的“顺利号”帆船，领导各界挥别纷纷扰扰的马年，顺顺利利地航入乙未羊年，为羊年带来吉祥如意的好开端。
堪称大马最受欢迎的农历新年节庆啤酒品牌，Carlsberg欲以精心打造的“顺利号”– 一艘高度达18英尺，长度28英尺的中式帆船传达正面精神，以此鼓励消费者保持正面积极的态度，拥抱更顺利的新农历年。为了促进顺风顺水的一年，Carlsberg农历新年促销活动也将送出现金巨奖，营造第一位“Carlsberg百万富翁”，以增添忠实消费者们在羊年里的运势。
Guests were captivated by the Thousand Hands performance at Carlsberg’s 2015 CNY Launch.
是日，推介礼场地的中央喷泉成了“顺利号”的完美背景。大马Carlsberg集团董事经理皇德生在推介礼上为该活动主持开幕，并站在Carlsberg“顺利号”帆船醒目绿色的架构上，现场点燃大炮并扬升起红色的雄伟风帆，当升至最顶点时展现出以顺喉啤酒所形成的金黄“顺”字，恭祝各界一帆风顺，财源滚滚来。紧接着,精彩的锣鼓表演及醒狮表演为庆典带来喜气洋洋的气氛，耀眼的烟火更是为推介礼当天增添了不少声色。
皇德生说：“2014年对马来西亚公民而言的确是充满严峻考验的一年。经济挑战、连二接三不幸的突发事件都深深地牵动着国人的心。然而，我们深信靠着大家的团结与毅力，我们将迎向一个更平安，更丰盛的一年，一起过一个顺风顺水，喜气洋洋的乙未羊年。”
Carlsberg’s ‘Steer of Fortune’ allowed guests to spin their way to great prizes.
他补充：“Carlsberg在丹麦1847年成立的年份相同也属羊年，因此今年的庆祝具有双重的意义。成立于这个象征着祥和及团结的生肖年，Carlsberg将持续它一贯的使命，继续为忠实消费者们创制不同的场合，作为一个把大家聚在一起相互祝贺，促进家人与朋友关系的啤酒品牌，让大家饮用香醇顺喉的啤酒度过顺心的美好时光。”
“我们每年都尽全力创造理想的标志与主题传达有意义及觸動人心的农历新年信息，今年也不例外。我们透过今年的创意标志反映长期喜爱及忠诚于Carlsberg顾客与消费者们的心声和期许。还有什么比象征着顺风顺水的Carlsberg“顺利号”来得恰当和吉祥如意呢？标志带有“顺风顺水”的信息，寓意着人人迎接顺顺利利、丰盛的未来。我们诚心邀请消费者参与其中，共同航向更美好、更顺利及更快乐的一年！”
Lucky winner Ashley Yeen beams as she shows off her winning entry for Carlsberg’s Calligraphy Contest at the launch event.
在推介礼上，宾客们还有机会登上Carlsberg“顺利号”，参与船上的“幸运之舵”，赢取丰富的农历新年奖品奖金，为新的一年开启一个好的开始，与Carlsberg一同航向顺风顺水的2015丰收年！
Consumers enjoyed the smooth taste of ice-cold Carlsberg throughout the evening.
皇德生补充，为了延续华人传统，并给予顾客一个好预兆的开端，农历新年促销活动也会送出1万3888令吉红包，而38名幸运儿当中也将筛选出一名Carlsberg 百万富翁。他说：“有意赢取奖金的朋友只需要享用大马Carlsberg集团旗下啤酒品牌。”
寻找“Carlsberg 百万富翁”之旅已经展开，几位得奖者已经把1万3888令吉红包带回家。若想要天降横财赢取1万3888令吉，消费者只需要在参与促销的餐厅、美食广场、小贩中心及咖啡店购买大瓶装Carlsberg、Asahi Super Dry或Royal Stout，查寻并获得底部印有“顺”字的瓶盖，即可成为奖金得主之一。此外，到参与促销的超级市场及霸级市场购买24罐佳节包装Carlsberg啤酒的消费者，凡在各自的包装底部寻获贺词同样可把1万3888令吉现金奖带回家。
Cheers! – Guests were all smiles at the Carlsberg 2015 CNY launch.
欲提高赢取巨奖的几率，Carlsberg粉丝也可到www.carlsberg-cny.com.my. 参加“金币猜猜看”线上有奖竞赛。消费者只需要猜出究竟Carlsberg “顺利号”寻宝船图像是由多少个金币组成，最接近答案的参赛者将获得长达一年的佳节包装Carlsberg啤酒供应，更有可能因而获得赢取1万3888令吉的机会。所有1万3888令吉的得奖者将受邀出席2015年3月份的“Carlsberg百万富翁”加冕仪式。
更多有关Carlsberg百万富翁竞赛及其他一系列的节庆活动资讯，请浏览www.carlsberg-cny.com.my 或www.facebook.com/CarlsbergMY.