Tim Ho Wan appeals to younger audience with new AI-driven campaign

Tim Ho Wan (添好運) has unveiled a new AI-driven social campaign to promote its seasonal menu items and further engage with the younger audience.

Also known as “The hills are alive with the taste of dim sum” (鮮味飄飄處處飛), the campaign is done in collaboration with creative agency Kids & Dogs and PR agency Madbox Communications. It is running from 16 July until September 2024.

Daniel Lin, general manager, Tim Ho Wan, told MARKETING-INTERACTIVE that the campaign idea is inspired by the musical The Sound of Music (仙樂飄飄處處聞). It aims to convey the message that the aroma of the new seasonal menu is enticing, uplifting the spirits and transporting customers’ senses away from the daily grind. The campaign targets young adults who are food enthusiasts and enjoy exploring unique and novel culinary experiences.

“The objective of the campaign is to creatively launch the novelty seasonal products, breaking through the traditional way of promoting dim sum and establishing a meaningful connection with the target segment,” Lin said.

As part of the campaign, Tim Ho Wan has adopted AI technology to create visuals. One of these features a young woman joyfully dancing on a mountain while holding two dishes, followed by seven children with cheerful expressions. In the background, the Hong Kong cityscape is visible below the mountain.

According to Lin, the campaign has also leveraged social media platforms and influencers to promote the campaign.

In addition, Tim Ho Wan has introduced a range of beverages that blend the traditions of "yum cha" culture and "cha chaan teng" experiences. Dubbed “好運Bar”, the new offerings include signature Hong Kong-style milk tea, coffee, and chocolate, all made with Black & White (黑白淡奶) condensed milk.

Don’t miss: Tim Ho Wan unveils AI-driven social campaign to promote seasonal items

This is not the first time Tim Ho Wan has embraced AI in its social campaign to promote its new product. Back in November last year, it partnered with Kids & Dogs to launch an AI-driven social campaign named "Seasonal delights: Unveiling authentic flavours".

The campaign adopted AI technology to create visuals that incorporated hidden Chinese words with authentic messaging to describe the unique features and flavours of seasonal menu items. For example, the campaign featured “Tender: (腍) for stirred noodles with braised pork cartilage; “Fresh” (鮮) for dough sticks stuffed with minced shrimp with chilli sauce; “Mala” (麻) for curdled pig's blood and pork grinds w/mala spicy sauce; “Scented” (香) for pan-fried red bean coconut cake; and “Soothing” (滑) for sea coconut sago sweet soup.

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