| Title | TIGER TRADING CO. |
| Brand | HEINEKEN ASIA PACIFIC / TIGER BEER |
| Product / Service | TIGER BEER |
| Category | D04. Installation & Environment |
| Entrant | MARCEL SYDNEY Walsh Bay, AUSTRALIA |
| Idea Creation | MARCEL SYDNEY Walsh Bay, AUSTRALIA |
| Media | STARCOM MEDIAVEST GROUP New York, USA |
| PR | CARE OF CHAN New York, USA |
| Production | HECKLER Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| David Nobay | Marcel Sydney | Chief Creative Officer |
| Scott Heubscher | Marcel Sydney | Executive Creative Director |
| Leslie Sharpe | Marcel Sydney | Senior Art Director |
| Gavin Chimes | Marcel Sydney | Senior Copywriter |
| Holly Alexander | Marcel Sydney | Head of Production |
| Ryan Bernal | Marcel Sydney | Director of Client Services |
| Alexandra Buckland | Marcel Sydney | Account Director |
| Knox Cassidy | Marcel Sydney | Account Manager |
| Iona McGregor | Marcel Sydney | Head of Strategy |
| Cathy Song | Marcel Sydney | Strategist |
| James Dive | Will O'Rourke | Design/Curator and Project Director |
| Michael Ritchie | Will O'Rourke | MD/ Executive Producer |
| Josh Mullens | Will O'Rourke | Executive Producer/ Head of Projects |
| Jasmin Helliar | Will O'Rourke | Producer |
| Sue Chan | Care of Chan | PR Director |
| Silvana Azzi Heras | Will O'Rourke | Curator/Designer |
| Thomas Ambrose | Will O'Rourke | Production Designer |
We went to Canal Street, took over a shop and created the Tiger Trading Co, Chinatown’s most exclusive discount store.
The Tiger Trading Co. was a pop-up store that was open for 3 nights during June 2016. The store’s 118sqm floor was filled with thousands of clichéd dollar store products - everything Asian creativity isn’t. The rest of the store was a showcase of the best Asian art, fashion, tech and design. Stocked with over 700 products, the items were sourced from Shanghai, Singapore, Tokyo, Hong Kong and Ho Chi Minh. Anyone could get access just by purchasing a Tiger Beer from nearby bars.
The store sold out within one hour every night. Queues stretched around the block, lasting up to 12 hours. To date, we’ve earned over 28.8 million social impressions and more than 70.5 million earned media impressions. Tiger Beer NY sales have already grown by 23%.
Our target consumers is a 21-30 year old male living or socialising around LES, Chinatown or East Village. He is searching for experiences and brands that are authentic. Tiger has relatively low awareness in wider New York, however it has a strong association with aspirational Asian restaurants and bars, and events associated with creative industries. The Tiger Trading Co. activation campaign aims to position Tiger as the beer that is creative, intriguing and breaks Asian clichés. Tiger doesn’t just complain about old Asian clichés, we take action to reset perceptions. We will subvert one of the stereotypical symbols of old Asia, transforming it into an iconic destination where New Yorkers can discover the vibrant, entrepreneurial creativity of Asia today.