Olympic success: Chagee's adventure in Paris
- Type
- Extended solutions
- Thématique
- Brand activation
Summary
- Vehicle
Chagee, Asia's tea giant and leader, still little known in Europe, has seized a unique opportunity with the approach of the Paris Olympic Games.
Aware that this global event would attract a large number of Asian visitors, the brand decided to go directly to meet its target clientele.
As thousands of Asian fans prepare to flock to Paris for the Olympics, Chagee is strategically positioning itself in their path. This approach not only strengthens Chagee's reputation among its loyal customer base, but also gives it a foothold in the European market. The City of Light, the centre of world attention, was the perfect springboard to achieve their objectives:
- Increase the brand's visibility in Asia and establish its legitimacy as a leader
- Reach Asian audiences via social networks
- Take its first steps on the European market
- Get as many people as possible to taste the product
- Generate strong media coverage in Asia
In collaboration with the agency Brainsonic, with whom we were working for the very first time, we took up the challenge of creating an immersive experience in the heart of Paris. The Saint-Lazare station, with its constant flow of travellers, was the ideal location for a 62m² mobile showroom.
Chagee - JO Paris 2024
There was no shortage of challenges
Golden results
The day arrived, and it was a veritable tidal wave. The results speak for themselves:
- 1200 to 1400 visitors a day for a month
- 95% Asian visitors at the start, then a gradual diversification of the public
- Tasting and activation objectives largely achieved
- Strong media coverage in Asia
- Strong engagement on social networks in Asia and Europe
Event pictures
As with any event, there's a little hitch... but it's quickly put right!
Of course, not everything went off without a hitch. On Thursday 1 August at 11.00am, a power failure at the station threatened to plunge the experiment into darkness. But thanks to remote collaboration and the rapid intervention of a local partner, the problem was solved in the afternoon.
For our team, this project was more than just a mission. It was our way of taking part in the Olympic fever, of leaving our mark on this global event.
More than a project, an adventure
This Brainsonic event activation for Chagee at the Paris Olympics proved that with imagination, flexibility and a dedicated team, it is possible to turn a simple cup of tea into an unforgettable experience. It was more than a project; it was an adventure that left its mark on the minds of visitors and teams alike, leaving an aroma of success that lasts well beyond the Games.
