Milk Tea campaign from Black n White (Marketing)
Cha Chaan Teng is one of my favorites dining places in the morning
or afternoon teatime. I love Hong Kong-style coffee and milk in which coffee speeds
up my workday and milk day lights up my weekends. Cream and tea play the significant
roles to blend a nice cup of milk tea and no wonder each Cha Chaan Teng has
their unique taste (some are tasteless actually lol).
Let’s move back to the interesting campaign executed by Black &
White recently, this historical B2B brand has aligned with an iconographer to
design a set of premiums for both B2B and B2C users. We may have enjoyed cups of milk tea in Cha
Chaan Teng without noticing its source but for this time, Black & White has
created a great opportunity to approach both target segments. For B2B, a set of
new cups are provided to Cha Chaan Teng. Let me guess, those cups are either remunerated
to their customers at a marginal price, or free of charge! In this way, Cha
Chaan Teng is pleased to join a series of promotions and provide Black &
White a promotional channel at no cost. The following step is to reach the B2C customers through Apps and Facebook
campaign. Concerning the new promotional channels they have adopted to use, is Black
& White trying to reposition their historical image as a young and energetic
brand? We all know that youngsters are the powerful chemicals to create WOM on
the internet, as they are the active users on Internet and Smartphone. Black
& White targets to create WOW effect and spread the messages among publics through
this new technological tool. The audiences are encouraged to take a photo by
holding the cup and upload to the apps which is connected to Facebook. What’s more?
Audiences can redeem their own cup at a reasonable price! The rationale behind
is to drive the audiences tasting the milk tea so that they will link up this taste
with the brand afterwards. No wonder Black & White is making this move as
this young segment will be the majority consuming our Hong Kong-style cuisine
in the coming years.
https://www.facebook.com/BlackandWhite.HK
