Kuala Lumpur, 20 June 2014 – It really felt like “Real Music Never Stops” at the Putra Indoor Stadium where nearly 8,000 people gathered and sang alongside Taylor Swift to her popular hits at The RED Tour. As the lead sponsor of Taylor Swift Live in KL, AIA Bhd. was overwhelmed with the sold-out concert and described it as a massive and exciting experience.
The minute Taylor Swift’s silhouette appeared on the large red curtain, fans erupted as she launched into her first hit, “State of Grace” followed by “Holy Ground”, “The Lucky One” and “Red”. The almost two-hour long concert saw the American singer/songwriter superstar demonstrating a few of her instrumental skills including the electric guitar, banjo and piano. Combined with red flashing lights, an upbeat tempo and loud music, the concert atmosphere reached a fevered pitch when Taylor picked up the pace with crowd favourites “Mean”, “22” and “Love Story”.
The Taylor Swift concert in Malaysia is part of the seven-time GRAMMY winner’s 16- month long The RED Tour, which included performances in Shanghai, Tokyo, Indonesia, Philippines, Malaysia and Singapore. Reaching its grand finale in East Asia, the sold-out concert proves once again that Taylor Swift is very much at the top of her game.
During the show, Taylor also shared a short video montage of her growing up, beginning when she was 1 year old, to when she got her first guitar at age 8, to global stardom. Swift writes songs about her feelings that accompany her lifelong voyage as a singing superstar. The concert proved that nearly 8,000 fans were there to celebrate her remarkable musical journey with her. Each rocking, melodious and catchy tune was emphasized on through elaborate costumes and entertaining stage acts. Swift closed the night with her number one hit We Are Never Ever Getting Back Together.
Even before the show, as early as 3.00pm, there were plenty of fun activities organised by sponsors, including AIA, outside the concert arena. Thousands of fans including AIA’s contest winners, employees, life planners as well as media representatives and business partners gathered at AIA’s interactive booth to join in the activities which included make over and hairdo sessions; a photo booth with funky backdrop and props; quizzes and merchandise giveaways.
Bill Lisle, Chief Executive Officer of AIA Bhd. said, “We believe in sharing real life experiences with our customers, life planners, employees and the community. Hence our lead sponsorship of Taylor Swift’s The RED Tour in KL presented the perfect opportunity for us to connect with and bring young people together to share in this exciting experience with AIA.”
In the weeks leading up to the concert, AIA Bhd. launched a series of contests on its Facebook page, selected radio stations, newspapers and news portals to give Taylor Swift fans in Malaysia a chance to win tickets to her sold-out concert in Kuala Lumpur, meet and greet passes as well as exclusive merchandise.
The activation concluded with The AIA Red Party which saw hundreds of AIA contest winners, media representatives, employees and business partners gathered to celebrate the countdown to Taylor Swift’s The RED Tour in Kuala Lumpur.