The Campaign

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

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. Anyone could get access just by purchasing a Tiger Beer from nearby bars.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

The Tiger Trading Co not only brought the Tiger Beer brand to life in New York in a highly creative and newsworthy way, it engaged local consumers by challenging their perceptions about what Asian made products are really about.

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.