The Campaign

We went to Canal Street, took over a shop and created the Tiger Trading Co, Chinatown’s most exclusive discount store. I

Creative Execution

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. Admission to the pop-up was only granted to visitors that obtained a Tiger Beer coaster from NYC bars and restaurants post-purchase and each coaster granted its visitor one specialty item from the Tiger shop for free. A limited media budget supported the 3-day pop-up shop to drive awareness, trial and foot traffic. Innate outdoor media that blanketed surrounding neighborhoods, influencers, paid social and an interactive mobile map

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%.

New York city is one of the most cluttered media markets in the world. To launch Tiger Beer, we didn’t have the media budget to compete with mainstream brands. Instead, we created a unique pop-up store, used in-bar assets and key influencers to make an impact among consumers. Through this media strategy we were able to differentiate Tiger as a uniquely Asian beer with real street credibility.

Insights, Strategy and the Idea

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.He sees mainstream beer as a bit boring and looks for new tastes, varieties and products. A limited media budget supported the 3-day pop-up shop to drive awareness, trial and foot traffic. Innate outdoor media that blanketed surrounding neighborhoods, influencers, paid social and an interactive mobile map for consumers to find bars and restaurants that serve Tiger drove consumers in bar to buy Tiger and visit the store. Approach: Pre Activation - Drive awareness through influencer and owned social channels During - Drive conversation amongst audience via influencer, owned social and press Post Activation - Establish brand connection by creating wrap up content that was shared via press and influencer.