Dentsu Creative Hong Kong creates latest Cafe de Coral campaign targeting younger generations
Hong Kong fast-food chain Café de Coral has extended their “A Taste of Togetherness” creative platform to bond with younger generations; instead of tugging more heartstrings, they made a spin-off to reimagine what Togetherness can be alternatively: just for pure laughs.
In their latest Curry Campaign to celebrate their signature Hong Kong Curry series plus the debut of more exotic Curry flavours, the brand releases fun, pun-intended bite-sized episodes and pop visuals to dramatize how tasty their dishes are and even prank their original logo by slapping the Chinese word for Curry over it, in English would be “Curry de Coral”.
The videos surround the catchphrase “Every bite”, and complete the sentence with different Hong Kong slangs that are dramatically performed in surreal scenarios, such as “makes me fly”, “is so bomb”, “makes me tremble” etc.
Complementing the videos is a series of comical illustrations and social stunts on their own platforms, such as blurred captures of the curry rice mimicking the notion of “trembling”.
Besides the usual digital banners, social posts, bus bodies and TVs, the campaign has market-first cinema ad placement which combines physical stimulation, with the cinema seats vibrating when “It makes me tremble” is playing.
“The campaign might feel like a 180-degree turn compared to our “A Taste of Togetherness” brand campaign, it’s actually consistent with our brand’s core value of celebrate togetherness,” said William Tsing, Marketing Director of Café de Coral. “Having fun will definitely amplify the taste of togetherness. And the Café de Coral brand is elevating to embrace “Togetherness” in locally dialled humorous manner.”
“No one will be tired of good laughs,” said Diana Tam, Managing Partner, and Director of Operations of Dentsu Creative Hong Kong. “Just like our reasons to be together, it’s as simple as that.”
Credits
Café De Coral
Managing Director: Piony Leung
Corporate Director: William Tsing
Assistant Marketing Manager: Wing Lam
Marketing Officer: Bevy Lee
Dentsu Hong Kong
Creative
Creative: Blue Wong, Ronald Yiu, Tammie Tan, Kuga Ku
Account Servicing: Diana Tam, Bethany Yiu, Shirley Shum
Media
Head of Trading and Partnership: David Chan
Media Planning: Polly Ip, Karen Tam, Esther Cheung
Media Buying: Isabella Suen, Karina Wong, Holiday Luk
Programmatic Trading: Ashley Yeung, Iris Kwok
