Cannes Lions

Tiger Trading Co

MARCEL SYDNEY, Walsh Bay / HEINEKEN / 2017

Awards:

1 Bronze Cannes Lions
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Overview

Entries

Credits

Overview

Description

Our creative idea was to tackle the stereotype that “made in asia = cheap” head on. We went straight to the heart of the stereotype: Chinatown’s Canal Street; an area famous for Asian discount stores selling cheap disposable goods. There, we transformed the shop at 343 Canal Street and created the Tiger Trading Co, Chinatown’s most exclusive discount store. Our pop-up store subverted the cliché and became a showcase for the best of the emerging creative scene from all across Asia. It also sparked a conversation about how little people know about Asian creativity, even in a city as cosmopolitan as New York.

Execution

To challenge stereotypes of what ‘made-in-Asia’ means, we went to the heart of Canal Street and created the Tiger Trading Co. Our 118sqm floor was filled with thousands of clichéd dollar store products – waving cats, plastic trinkets, cheap toys… everything Asian creativity and quality is not. The rest of the store showcased a carefully curated collection of the best Asian art, fashion, tech and design. Only by purchasing a Tiger Beer from one of the partner bars, could people gain entry and receive a voucher for any item in the store (first come, first served). This way the activation supported local bars, drove sales, awareness and desirability.

Outcome

Media Outputs:

In terms of reach, to date, the activation earned over 28.7 million social impressions?and more than 75.8 million earned media impressions.

Target Audience Outcomes:

The store sold out within one hour every night. Queues stretched around the block, lasting up to 12 hours.

Business Outcomes:

Existing Tiger bars saw a 23% increase in sales following the event. More significantly for a launch, Tiger beer signed 28 new on premise and 22 off premise accounts in the Lower East side.

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