To celebrate its 20th anniversary, Outback Steakhouse has launched a comprehensive online and offline campaign in Hong Kong; involving video ads, mall events, competitions, OOH, and collaboration with the Australian tourism industry.
The campaign’s centrepiece video ad shows a group of diners enjoying a feast of food and is aimed at reinforcing Outback Steakhouse’s commitment to the message of providing “20 years of the freshest flavours”. The TVC has been launched across Hong Kong’s TV channels, showcasing the dining preferences of Hongkongers over the past 20 years, and the wide variety of choices offered by the brand.
At the end of the ad, the cast of characters asks for more Bushman Bread in unison, a popular food item for local diners at Outback Steakhouse that is described by the brand as its signature product.
“The dining culture of the city has changed over time, but some things remain the same: Outback starts the day with the freshest of ingredients and provides its loyal fans with high-quality western cuisine, such as signature salads, premium burgers, mouth-watering pasta and rice dishes, exclusive steaks, fresh seafood, and also some ace desserts,” said Eric Lam, senior marketing manager of Outback Steakhouse Hong Kong.
In addition to the TVC, the Australian-style restaurant brand has also launched a kick-off event at its new store at Citygate Outlets, Tung Chung. And, in collaboration with Tourism Australia and eight local travel agents, Outback Steakhouse is giving out an array of travel discounts to customers.
“We are extremely pleased with the campaign concept, the partnership with Tourism Australia and the travel agents, as well as the engagement with our customers,” commented Lam.
On the digital front, it has rolled out and is calling for entries to a crowdsourced “Outback. Flashback” photo campaign, wherein customers can collect stamps upon every visit to redeem a gift.
Finally, the brand has also launched extensive OOH ads on buses and bus shelters and in MTR stations and shopping malls.