Social Content Marketing | Online Video | Online Activation | POP | OOH
Background
Taiwan Bowl is a Hong Kong-style fusion Taiwanese restaurant chain.
The Challenges
Taiwan Bowl has been introduced in 2018; however, its brand recall in the market is still relatively low.
The brand's positioning as a Hong Kong-style fusion Taiwanese light meal is also unclear.
Some consumers even consider its Taiwanese cuisines unauthentic.
Agency's Task
Alongside launching a new outlet and revamping its menu, Taiwan Bowl decided to take the opportunity to reintroduce the brand to the public.
The Concept
The taste of Taiwan that you can't find in Taiwan.
Content Marketing
We aim to create a junction between Hong Kong & Taiwan pop culture in the campaign.
Therefore we have engaged with a Taiwan-based Hong Kong musician Subyub Lee to co-create a content series.
Taiwan Bowl Theme Song
It is a love song dedicated to Taiwan Bowl.
The singer expresses the feeling of someone who lives in Taiwan but misses the unique cuisines of Taiwan Bowl.
Taiwanese Dialects Tutorials
We have produced a series of Taiwanese dialect tutorials to reinforce the image of the Taiwanese DNA for the brand.
We have used the colloquial language of both the Taiwanese dialect and Cantonese.
Each episode is entertaining, educational, and, most important, related to our hero products.
Social Media Memes
We have chosen Instagram to anchor social communication to engage with the younger audience.
Meanwhile, we have launched the official Taiwan Bowl Instagram profile alongside the revamped menu and the launch of a new shop.
Instagram is like a canvas for us to illustrate the brand's image.
To further connect with the targeted audience, we have created different social media memes about our brand and hero products.
Each set of memes captures the entertaining, quirky, and fun brand characters of Taiwan Bowl that resonate with local pop culture and other topical online conversations.
Instagram Story Food Menu
We have reintroduced the brand's signature dishes via social content.
We have also socialised the food menu and transformed it into different IG Stories.
In-store Poster and Traymat
We have leveraged the in-store environment to promo different tactical offers.
Through different in-store POPs, we have also activated the customers to engage with our social media profile (Instagram).
