Waso Cafe kicks off CGI campaign to launch new Macau branch

Hong Kong cha chaan teng brand Waso Cafe (華嫂冰室) has unveiled a new campaign featuring CG videos to celebrate its expansion into Macau. 

Also known as “Waso Cafe opening at Galaxy Macau”, the campaign is running from 23 August to 30 September. Jessica Yeung, assistant vice president, F&B marketing partnership, Galaxy Entertainment Group, told MARKETING-INTERACTIVE that the campaign targets residents of Mainland China and Macau locals. 

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As part of the campaign, Waso Cafe has released a CG video that uses a fun and playful approach to capture the essence of Hong Kong's cha chaan teng culture. This video aims to reveal the arrival of Waso Cafe as it partners with Galaxy Macau to open its first exclusive branch there.

The CG video features many pineapple buns departing from MTR Sheung Wan Station, taking a ferry to meet other Hong Kong-style dishes, and then travelling to Macau, where they arrive at Galaxy Macau.

"Creating excitement for the opening and building social buzz through captivating content is essential, particularly when targeting digital-savvy young customers. This amusing CG video, featuring our signature pineapple bun and milk tea, not only reinforces brand relevance, but also narrates our opening story vividly, creating an emotional connection with customers. This approach encourages viral sharing and maximises the campaign’s impact,” Yeung said.

The campaign has leveraged social platforms such as DianPing (大眾點評), XiaohongShu, Facebook, and Instagram, along with online and offline channels, digital media, and on-property platforms, to establish a social presence.

While this is the first step in announcing the opening at Galaxy Macau and motivating visits, Yeung said Waso Cafe will host an opening ceremony of Waso Cafe at Galaxy Macau on 24 September. It will invite Kols and KOCs to celebrate together to maximise the brand’s visibility and social buzz.

Additionally, Waso Cafe will integrate on-property channels and an interactive social media campaign with limited souvenirs and coupon giveaways to amplify online to offline activations and dining offers to drive conversions.

Formerly known as “Yau Wo Ice Room” (友和冰室), Waso Cafe was launched in 2010 and has three locations across Hong Kong, including Wan Chai, Tsim Sha Tsui, and Kwun Tong. Its signature dishes include its pineapple bun, Hong Kong-style milk tea, and black cow (黑牛).

The expansion aims to create a delicious and engaging experience for customers who love Hong Kong’s comfort food, according to Yeung.

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