Café de Coral and dentsu HK empower DSE students with new campaign

Hong Kong fast food chain Café de Coral and dentsu Hong Kong have come together again to empower students which are preparing for their Hong Kong Diploma of Secondary Education (HKDSE) public exam with the debut of its new campaign “Never alone: Supporting DSE students all the way” (考試路上 有你有大家).

This comes as Café de Coral recognises that the public exam is a defining moment for Hong Kong students to chart their future paths. As a household brand with a broader vision to deepen connection across communities, especially younger generations, the brand now offers specially priced exam students' meals on top of regular student discounts, to raise public awareness of their much-needed attention with exam students’ priority seats so that public can show care by sharing their seats.

During the exam period until 18 May, Café de Coral will prompt encouraging, tailor-made mobile messages to students for different exams and ask them to come and enjoy their tea set combo after a long day. Apart from that, promotional content across digital media, social media, banners, in-store menu boards, and POSMs are put up to make sure students know to redeem their privileges.

“Together does not only mean with our brand, but everyone in Hong Kong,” said William Tsing, marketing director of Café de Coral. “We hope this campaign can rally public support for our DSE students and ensure they know we are always here for them. And our brand shouldn’t just be another fast-food chain but a companion they can always visit and feel supported at different stages of their lives.”

“It’s great for us to take a step further to continue realising the brand’s value innovatively,” said Jeffry Gamble, chief creative officer of dentsu Hong Kong. “It is a new trial for the brand, and we are thankful to help build the idea and take it to real life.”

Don't miss: Café de Coral launches campaign tugging at heartstrings of Hongkongers

Since last year, Café de Coral has tied its name with “A Taste of Togetherness” (有大家就有大家樂) brand positioning with a widely celebrated campaign, and recently launched its second series “Sweet and Sour Brothers” for their new product.

Developed by dentsu Mcgarrybowen and Carat, the idea behind the campaign comes not only from the heart of the brand but also its Cantonese name "大家樂"— ‘Happy Together’, but also reminds everyone of all the beautiful relationships we may have overlooked, especially over the last few years with the pandemic in Hong Kong.

The full campaign was being delivered through mass TV, digital media, social media, cinema, and outdoor, with many different ad formats including programmatic banners and lift lobbies.

Related articles:

Café de Coral continues the heartfelt stories of HongKongers with new campaign
Café de Coral reportedly plans to increase mainland stores to around 300

Join Content 360 - Hong Kong: Stories For A New Era where over 150 content marketers come together to shape the future.  Content 360 - Hong Kong is a must-attend conference that focuses on cutting-edge content trends, innovative creation techniques, strategies to customise your content for the newest marketing channels, and more. Don't miss out on this opportunity to elevate your content marketing game in Hong Kong! Tickets are on sale now, register today. https://conferences.marketing-interactive.com/content360-hk/