The Campaign

In the heart of a Singapore nightlife hotspot, we created a pop-up Chinese Medicine Hall with a modern twist, introducing Millennials to the ways TCM can cure modern ailments. The pop-up was located in the shopfront façade of trendy speakeasy The Library, undergoing a relaunch at the same time. Visitors must pass through the shopfront to enter the hidden bar. To round out the experience, mixologists collaborated with EYS medically-certified physicians to create a series of tasty TCM-infused cocktails, like the stimulating Rice and Shine containing ginger and ginseng or the refreshing passionfruit-infused Thousand Eyes Cobbler.

Creative Execution

The traditional Chinese medicine hall design, complete with ingredient-filled burlap sacks, is contrasted with neon lights, colourful posters and a series of activations: - Explore the ‘periodic table’ of herbs displaying packaging-free TCM ingredients; - Pick up Four-tune cards containing traditional cures for modern ailments: screen-tired eyes (‘when eyes are one with your screens’), hangovers (‘when vodka is always the answer’), fatigue (‘get into the groove’), and virility (stay ‘strong like and ox’); - Share your Dream Remedy wishes with the Sinseh (Singapore dialect for doctor) - Take the Drink Personality quiz to reveal the perfect herb-infused cocktail for you. Leave your email address and pick one up for free from the mixologist in the bar. The pop-up is divided into blue symbolising yin (earth) energy and red for yang (sky), fundamental TCM concepts. A large tree sweeps the room representing the Eu Yan Sang logo.

Indication of how successful the outcome was in the market

The objective was to raise awareness and change Millennial perception of EYS. Serene Seow, Managing Director of Eu Yan Sang Singapore says: “[We are] delighted to have the opportunity to engage with the younger generation through our first pop-up store in a bar. The pop-up store has attracted passers-by with its vibrant burst of colours and ‘roots’ stretching out across the adjacent walkway. This chic design has raised awareness and drawn Millennials closer to our brand, giving them a fresh perspective on TCM.” The experience featured in the top national (AsiaOne, Channel 8 News, Straits Times, The Business Times) and entertainment media (Popspoken, Coconuts CityNomads, Peak Magazine). Instagrammers connected with the space and the herbal cocktails through the period.

We identified four key points in which to anchor our campaign elements: - elevating trust with an honest and emotive tone of voice; - highlighting the artisanal spirit of Eu Yan Sang and its premium, ethically sourced ingredients; - celebrating TCM’s rich history and encouraging exploration with a ‘cabinet of curiosities’ approach; - creating a vibrant environment to disrupt expectations and communicate the EYS brand in a colourful and contemporary way to appeal to Millennials.