Everyone’s a winner at CHAGEE! As you tear open the partially hollow paper cup, you could take home a Dior Saddle Pouch, a Gucci cardholder, find a branded lipstick… or a voucher for RM5 off your next purchase.
On 7 October, every CHAGEE outlet was crowded with excited fans trying their luck to get their hands on a high-end gift during the one-day ‘Tear & Win’ event. You’re eligible to participate in the fun-filled activity by purchasing any one of CHAGEE’s top three fan-favourite drinks in 700ml large-sized cups.
Unfortunately, becoming a winner of the luxurious gifts is one in a million (and you’d even get photographed for winning the Dior Saddle Pouch, which was the grand prize).
The queue at the Sunway Pyramid outlet during the Tear & Win event.
(Source: CHAGEE MY 霸王茶姬 on Facebook)
CHAGEE, formerly known as BAWANGCHAJI, is a tea brand that hails from Yunnan, China, which has introduced Chinese tea to the world with its inclusion of modern fusion drinks.
The rebranding of CHAGEE didn’t only make it easier for us to remember the name but they’ve also stepped up their game with sophisticated cup designs and most importantly, by achieving the Halal certification in Malaysia.
The Tear & Win event was held after the Halal announcement reception where influencers were invited to try out the cup-tearing activity to promote the upcoming event on their social media accounts.
It’s certainly a smart move from CHAGEE because every reception attendee has received a high-end gift or a one-year supply of drinks, instead of a RM5 off or a buy one, get one free voucher. The marketing strategy has attracted potential customers to try it out after seeing that there may be a high chance of winning a luxury item.
During the event day, customers took over the TikTok platform to document their Tear & Win experience with the hashtags #CHAGEETearAndWin and #CHAGEE, as encouraged by the team for a chance to win their new release.
Despite seeing that most people have only won a voucher or even received nothing at all from the videos, that didn’t stop the customers from waiting in a long line until the drinks were sold out.
CHAGEE staff preparing the orders during the event day.
(Source: CHAGEE MY 霸王茶姬 on Facebook)
Customers who didn’t wish to queue in stores placed their orders on food delivery applications such as Grab or Foodpanda. However, their drinks took a long time to arrive and that wasn’t the worst thing, the delivery riders had to wait for hours in CHAGEE stores (this is when the customers should leave a big tip for the riders).
Many customers like TikTok user ninanuter have also gone the extra mile by purchasing six drinks.
“Buying 6 cups of CHAGEE because you will get six free gifts (while) hoping that one of the gifts would be a Dior bag,” she said in her TikTok video.
A few days after the event, for the customers who posted with the hashtags and only won vouchers, the team made up to them by sending a surprise gift through their direct message as a token of appreciation.
Lim Con Nee, a Taylor’s University lecturer who has taught marketing modules such as Consumer Behaviour and Integrated Marketing Communication, shared that some customers weren’t only participating in the event for the tempting gifts alone.
“Although they know that the chances to win the grand prize are slim, it’s all about the fun and engagement, it draws a lot of people,” said Lim.
“People just like to engage with one another and have fun, not necessarily winning the grand prize”.
The Tear & Win event is just like the claw machine concept: you’d rather spend RM50 just to get a soft toy than purchase one from the store as it’s more fun that way.
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