Outback Steakhouse HK introduces new store with CGI video

Outback Steakhouse Hong Kong has introduced its new Central branch with a computer-generated imagery (CGI) video that transforms Central Road into an animated culinary journey.

Also known as "What's Bloomin' in Central?", the digital initiative is done in collaboration with Ginger Advertising, which has taken charge of producing the key CGI video component of the campaign. The initiative also comes with a short-term launch promotion that spans 14 days, packed with various interactive and promotional activities. 

In a conversation with MARKETING-INTERACTIVE, Patrick Kwok, marketing manager, Outback Steakhouse Hong Kong, said the campaign aims to promote the new branch which is located in the Entertainment Building, Central, through a strategic rollout designed to build anticipation and engage the local community. “The campaign connects these key elements by employing a CGI video that visually links Central Queen's Road, the Entertainment Building, and Outback Steakhouse's new branch, enhancing both the impact and the local relevance."

The CGI video features multiple cartoon cars carrying Outback’s signature dishes emerging from a giant screen in the Entertainment Building. To enhance the realism of the video, the production team conducted early morning shoots to capture the nearly empty street. The final scene includes a taxi to reflect the vibrant environment of the city.

According to Kwok, the initiative targets working young professionals and residents near the Central district, particularly those who are digitally engaged and appreciate innovative dining experiences. “The CG video plays a pivotal role, showcasing the modern, refreshed look of the brand and engaging the digital-savvy target audience."

In terms of the medium of promotion, Kwok said the campaign includes digital channels such as social media, online media, and in-store digital displays. 

Additionally, the campaign includes announcements to generate anticipation, an interactive social media campaign that aims to foster curiosity and online discussions, special offers and coupon giveaways to drive sales.

Outback Steakhouse has launched a "Steak hunt" game on its Instagram and Facebook pages, where it provides clues of where its new branch is located and invites netizens to guess in the comments. Its Facebook post has generated over 529 likes, 72 comments and 18 shares. Its Instagram post has also generated over 253 likes and 21 comments. 

"The launch of our 'What's Bloomin' in Central?' campaign marks a thrilling new chapter for Outback Steakhouse in Hong Kong. As we celebrate our 25th anniversary, this initiative embodies our commitment to innovation and customer delight, showcasing a fresh, modern approach at our new location. The CG video, inspired by our 'No Rules, Just Right' philosophy, is central to engaging our digital-savvy community and enhancing their dining experience,” Kwok said.

Back in January, Outback Steakhouse Hong Kong launched a six-pack gift box of its signature Bushman bread (黑糖麵包) with exclusive Lunar New Year giveaways, celebrating Lunar New Year. Customers who liked and followed its Facebook or Instagram pages, liked the relevant campaign post, tagged two friends and wrote a post to share their experiences with Bushman bread, had a chance to win free Bushman bread coupons and a travel voucher.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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