| Cannes Lions 2017 | ||
|---|---|---|
| Design | Brand Environment & Experience Design: Retail - Temporary & Pop-Up Environment & Experience Design | Bronze Lion |
Title: Tiger Trading Co
Agency: Marcel Sydney
Brand: Heineken Asia Pacific Pte. Ltd.
Country: Australia
Entrant Company: Marcel Sydney
Advertising Agency: Marcel Sydney
Media Agency: Starcom, New York
Pr Agency: Care Of Chan, New York
Production Company: The Glue Society, Sydney / Revolver/Will Orourke, Sydney / Heckler, Sydney
Executive Creative Director: Scott Huebscher (Marcel Sydney)
Head Of Production: Holly Alexander (Marcel Sydney)
Founder / Creative Chairman: David Nobay (Marcel Sydney)
Senior Copywriter: Gavin Chimes (Marcel Sydney)
Senior Art Director: Leslie Sharpe (Marcel Sydney)
Client Services Director: Ryan Bernal (Marcel Sydney)
Account Director: Alex Buckland (Marcel Sydney)
Account Manager: Knox Cassidy (Marcel Sydney)
Chief Strategy Officer: Iona Macgregor (Marcel Sydney)
Senior Planner: Cathy Song (Marcel Sydney)
Synopsis:
Our brief was to launch Tiger, Asia’s number one premium beer, in New York City. Problem was, New Yorkers have moved away from mainstream beers and prefer independent craft brews. Despite Tiger’s excellent quality credentials, there was a major perception barrier to overcome: to most New Yorkers, ‘made-in-Asia’ means poor quality and cheap. Coupled with the fact that Tiger’s is not independent but has a major brewer parent company, we needed to fight hard to earn acceptance from bar owners and consumers. Finally, we had to work with a minimal media budget to launch Tiger in the most expensive media market.
Outcome:
The store sold out within one hour every night.? Queues stretched around the block, lasting up to 12 hours. 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. In terms of reach, to date, the activation earned over 28.7 million social impressions?and more than 75.8 million earned media impressions.?
Campaign 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.
Strategy:
We had 2 target audiences: independent bar owners around Manhattan’s Lower East Side who generally serve craft beer brands rather than anything from a major brewer; and the 21-30 year old customers who socialise in these bars. This demographic are always searching for new and authentic experiences and consider themselves cultural connoisseurs. Unfortunately, our research showed that their perceptions of Asian creativity were limited to tech and food industries. We decided to shatter their preconceptions. As Asia’s number one beer, Tiger stands for a lot more than the stereotypical red lanterns and waving cats that usually spring to mind. Its success in Asia comes from a long association contemporary Asian creativity, in food, art, music and fashion, so this is what Tiger decided to export. Our event would subvert all the stereotypical symbols of old Asia to reveal the truth of the vibrant, entrepreneurial creativity of Asia today.