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