Chang launches its ‘Urban Pulse’ campaign in Singapore
THE bosses of Chang Beer are targeting younger drinkers – millenials – in the push to expand within neighbouring countries
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The bid to boost its consumer base is grounded on an “experiential marketing” scheme.
Ronnie Teo, global marketing director for Chang, said: “Chang still keeps its pace in the area of brand building in the international level with exciting activities based on the ‘experiential marketing’ maxim.
“Our latest transnational activity for the year 2017, with core objectives to promote Thai urban culture among international spectators and broaden Chang’s consumer base in the region, is entitled ‘Chang Urban Pulse’ under a ‘Discover the Unexpected Experience’ concept,” he said.
The campaign features a party-themed fiesta to try to impress visitors, with ensembles of Thai and artists from host countries in an array of four urban art genres – break-dancing, beat-boxing, rapping, and a new interpretation of Muay Thai.
“Chang Urban Pulse is a campaign tailored to target millennial consumers as these young minds love to seek flavorful challenges or unusual experiences,” Teo explained.
‘Chang Urban Pulse’ was unveiled in Singapore and will launch in Ho Chi Minh City, in Vietnam, in the second quarter, he said.
“Both Singapore and Vietnam are major markets of ours in Southeast Asia, so we decided to specifically exhilarate millennial consumers living there with our festive campaign and we hope this should definitely offer memorable vibes suiting their needs and lifestyles.”
