CLIENT
Café de Coral
Piony Leung, CEO
William Tsing, Marketing Director
Wing Lam, Assistant Manager
Liane Liu, Manager
AGENCY
Simone Tam, CEO
Jeffry Gamble, CCO
Shiggy File, Chief Strategy Officer
Chester Tang, Creative Director
Diana Tam, Business Director
Andrea Choi, Associate Creative Director (former)
Dennis Tang, Senior Copywriter
Yannes Yim, Senior Art Director
Regina Yue, Senior Account Manager
Shirley Shum, Account Executive
Wing Chan, Digital Strategy Director
Cheuk Lun Chan, Associate Art Director
Christy Leung, Head of Creative Service
Pamela Law, Creative Services Executive
Carat Media Services Hong Kong Limited *Lead Agency
Anna Chan, CEO, Media
David Chan, Head of Trading and Partnership
Polly Ip, Business Director
Karina Wong, Buy Manager
Karen Tam, Planning Manager
Christina Chui, Senior Planner
Isabella Suen, Associate Buying Director
Holiday Luk, Media Buyer
Ashley Yeung, Programmatic Director
Iris Kwok, Senior Programmatic Trader
SUMMARY
The category experienced a steep drop in sales in Q1, 2022 due to the pandemic and depressed consumer sentiment.
Café de Coral, once known as the people’s canteen, had an aging customer base and had lost much of its affection, especially with the young.
In this challenging climate CdC launched a brand campaign, without any product innovation, to revitalize our relationship with HK people, especially with the young 18-29.
We surpassed our key competitor (#1 in brand awareness), increase purchase intent with 18-29 (+477%), and had double digit sales increase.
