Beloved fast-food chain Café de Coral, along with dentsu Hong Kong continues to realize its commitment to provide a deeper sense of connection and community in the city under its brand message - A Taste of Togetherness, with the recent debut of public exam student privileges that aims to not only recognize their hard work and fuel their energies but to ask Hong Kong to join its effort to make students feel valued and supported, together achieving its campaign platform – Never alone: Supporting DSE students all the way (考試路上 有你有大家).
Café de Coral recognizes that the public exam is a defining moment for Hong Kong students to chart their future paths. It is an anxious feeling that most Hong Kongers across generations can relate to. As a household brand with a broader vision to deepen connection across communities, especially younger generations, they now take an extra step to offer specially priced exam students' meals on top of their regular student discounts, and, most importantly, to raise public awareness of their much-needed attention with exam students’ priority seats so that public can show care by sharing their seats, at the same time allowing students to take a brief moment to rest, enjoy their meal, then perhaps begin revising immediately.
During the exam period until 18 May 2023, 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.
Since last year, Café de Coral has tied its name with “A Taste of Happiness Together” (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.
“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 realizing 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.”