Café de Coral's campaign embraces 'togetherness' with fun and humourous approach

Setting apart from its previous tear-jerking approach, Café de Coral has offered good laughs to HongKongers with an extended campaign of the “A Taste of Togetherness (有大家就有大家樂)” creative platform to appeal to younger consumers, and celebrate "Togetherness" with a fun and humourous approach. 

The extended campaign namely "Curry Campaign" aims to release fun, pun-intended bite-sized episodes and pop visuals to dramatise how tasty the brand's curry dishes are and even prank its original logo by slapping the Chinese word for Curry over it (大咖樂), which means “Curry de Coral” in English. The campaign is rolled out to celebrate brand's signature Hong Kong Curry series plus the debut of more exotic Curry flavours.

Done with collaboration with Dentsu Creative Hong Kong, the video ad revolves around the catchphrase “Every bite (好食到), ...”, which is then completed withdifferent Hong Kong slangs that are dramatically performed in surreal scenarios, such as “makes me fly” (曉飛), “is so bomb (爆)”, “makes me tremble” (震). The narrative style also consistently provides hilarious twists to reveal the brand product towards the end of each episode to attract audiences to follow through.

A check by MARKETING-INTERACTIVE saw on YouTube that the video has garnered 73K views six days after its launch. However, the video on Facebook has gained 416 likes, 129 comments and 27 shares, with some praising the creative and fun approach of this campaign.

Complementing the video 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”. Apart from the usual digital banners, social posts, ads on bus bodies and TVs, the campaign has also rolled out the brand's market-first cinema ad placement which combines physical stimulation, of whichthe cinema seats will vibrate when “It makes me tremble” is playing.

Commenting on the initiative, William Tsing, marketing director of Café de Coral said: “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. 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.”  

MARKETING-INTERACTIVE has reached out to Dentsu HK for more information. 

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