Retail data is hard to explain. Shopping isn't.
So we opened a shop, and called it The Trade Mart. It brought The Trade Desk's first APAC-led 360 campaign to life, starting as a pop-up inside GroupM's Singapore office.
The same year, it toured three agencies in Melbourne, with coffee, breakfast, and lunch-and-learns. People came for the coffee and stayed for the retail data. When they posted about it, Sydney asked for one too.
Every city made it its own. At four agencies in Sydney, seven data partnerships became interactive installations, claw machine and all. Manila's became a sari-sari store.
Tokyo's shelves were stocked by 7-Eleven, Tsuruha and Ponta, Japan's biggest names in convenience stores, drugstores, and loyalty marketing.
Three years running, the shop's still open. Not bad for a pop-up.
P.S.As a kid, I played shop. As a grown-up, I got paid to.
