HK fast food chain plays up role as a popular local spot

<p>HONG KONG: Fast food chain Cafe de Coral has launched its first </p><p>brand campaign created by local shop Market Catalyst, which took the </p><p>US$4 million account off D'Arcy two months ago. </p><p><BR><BR> </p><p>The "See you at Cafe de Coral" campaign is both a brand and tactical </p><p>effort, positioning the chain as a popular meeting spot for locals as </p><p>well as to introduce its new dish. </p><p><BR><BR> </p><p>The TVC shows a young couple getting on a train, but the doors slam </p><p>shut, leaving the woman on the tracks. She shouts to her boyfriend to </p><p>meet her at the next stop, where a Cafe de Coral outlet is located. The </p><p>final shot shows the man enjoying the restaurant's new dish. </p><p><BR><BR> </p><p>Market Catalyst chief creative officer Christine Pong said the campaign </p><p>aimed to position the chain as a popular meeting venue for locals. </p><p><BR><BR> </p><p>"Cafe de Coral's previous campaigns focused on its products," said </p><p>Pong. </p><p><BR><BR> </p><p>"However, the chain not only offers good-value meals, it also provides a </p><p>good place for customers to spend their time." </p><p><BR><BR> </p><p>The change comes as Cafe de Coral upgrades its restaurants throughout </p><p>Hong Kong. </p><p><BR><BR> </p><p>Pong said using the MTR - which she described as a convenient transport </p><p>option - allowed the agency to highlight Cafe de Coral's many convenient </p><p>locations. </p><p><BR><BR> </p>