Nov 25, 2009

FamilyMart | Take a Break, Let's Café | Taiwan

FamilyMart's Let's Café has entered an exclusive deal with Mr Brown Coffee to launch coffee kiosks within its convenience stores in Taiwan.

FamilyMart | Take a Break, Let's Café | Taiwan
To mark the arrangement, a mass television and online campaign is rolling out nationwide for the winter season.

From now until January, Let’s Café is inviting people to ‘Take a break’ with Taiwan’s man of the moment, actor Mark Chao. Hakuhodo Taiwan is behind the television commercial, with Webgene developing the online elements of the campaign.

The creative concept of the campaign is linked to Chao’s latest TV drama ‘Black & White’, which earned him Best Actor award at the 44th Golden Bell Awards. In the ad, he plays a character in need of an escape from reality. His day cannot get any worse, with un-cooperative colleagues, a nagging boss and girlfriend, and a stolen car...

After a three-day ‘Buy one get one free’ promotion, FamilyMart is currently offering a second cup of coffee at half price. Esther Lin, corporate communications manager at FamilyMart, stated that the ready-to-drink coffee industry is fierce in Taiwan. Describing the situation as the “war of the black gold”, she said the partnership with Mr Brown Coffee would help FamilyMart compete with other industry players such as 7-Eleven, McDonalds and Mos Burger, among others.

FamilyMart has also dedicated a website to promote the launch with a personality test game for visitors to win exclusive goodies such as coupons, signature coffee mugs from Chao and HTC Hero handsets. The campaign also encourages fans to spread the word through Facebook to gain further chances to win. Other digital elements include wallpaper downloads, animated MSN characters and plurks.

Next month, FamilyMart will roll out a point-earning promotion campaign for coffee fanatics to exchange for coffee and designer mugs featuring Thailand’s latest hit cartoon character Mr P.

Let’s Café is now a fixture in half of Taiwan’s FamilyMart outlets, with plans to expand into 1700 stores by next year. The business is expected to draw in US$3 million revenue a year.





Credits:
Project Take a Break, Let’s Café
Client FamilyMart
Creative agency Hakuhodo
Digital agency Webgene
Exposure Television, online


Source:
Campaign Asia

Related Articles

Just Published

7 hours ago

Bitter chocolate: The fallout of a poorly planned ...

The fintech’s abrupt restrictions on withdrawals and debit card spending have triggered a backlash, denting its reputation in Singapore.

8 hours ago

Too old for the party, too young to leave—the ...

There comes a time when no amount of Adidas Sambas or Botox can hide the fact that you’re no longer the right person to give advice on micro-influencers. Alison McKinnon on the realities of ageing in advertising—and why she’s not done yet.

9 hours ago

Six ad agencies under scrutiny in Indonesian Bank ...

The case has already led to multiple arrests and a raid on former West Java governor Ridwan Kamil’s home.

11 hours ago

Why the adtech ecosystem continues to struggle with ...

Data segments leave a lot to be desired, and the solutions put in place to fix them are complicated. Campaign talks to experts about transparency issues and whether standardisation is necessary.