TIGER TRADING CO.

Short List
TitleTIGER TRADING CO.
BrandHEINEKEN ASIA PACIFIC / TIGER BEER
Product / ServiceTIGER BEER
CategoryB07. Events & Stunts
EntrantMARCEL 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

Credits

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

The Campaign

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

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. 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 then 70.5 million earned media impressions, a media value 4x our investment! Tiger Beer NY sales have already grown by 23%.

The Situation

This work established Tiger Beer’s reputation as brand that champions Asian quality and creativity. It did this in one of the coolest, most cluttered markets in the world: New York City. From almost zero brand awareness, the idea catapulted Tiger Beer into the city’s exclusive street culture and is now a sought after product amongst young beer drinkers.

The Strategy

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.