DDB Group Hong Kong and Vita's new ready-to-drink coffee wakes people up Hong Kong style

VCC 1.jpgDDB Group Hong Kong has launched a campaign to introduce Vita's new ready-to-drink coffee beverage.

Steaming into the ready-to-drink coffee market, the new iconic Hong Kong style ready-to-drink coffee is mixed with condensed milk for a richer coffee taste and multi-layered enjoyment.

VCC 2.jpgRecognising the dominance of international coffee chains in the city and the fact that younger generation in Hong Kong are unfamiliar with Hong Kong style coffee, DDB Group Hong Kong has crafted a campaign that arouses interest around the authentic HK-style beverage and encapsulates the fading local essence for all Hong Kong people.

"This campaign not only raises the awareness for the product launch, but builds Vita Hong Kong range's affinity and relevancy with Hong Kong people so it's part of their daily lives."

VCC 3.jpgA humourous 15-second TVC running on TVBJ and Cable TV, features a sleepy guy who goes to his local convenience store for coffee. As he opens the fridge he is affronted with an American-style barista who yells at him "iceberg... latte... cinnamon... macchiato". He backs off quickly - that's not his taste. Then an Italian waiter shouts "Doppo... caipo... latte". That's not what he's looking for either. As he opens the fridge door, a familiar and friendly Hong Kong style waiter says "Hey bro, try Vita's new Hong Kong style coffee with condensed milk. It's an aromatic and rich coffee mixed with condensed milk. The TVC closes with the voice over "Delicious awakening. You'll enjoy it if you're from Hong Kong."

VCC 7.jpgAs well as the TVC, to generate buzz the campaign will also run on social media, in-store and on moving trucks.

To keep Hong Kong people awake throughout the day, free VITA coffee samples will be available at various spots, including office buildings, bus and gas stations.

O'Poon, Group Creative Director at DDB Group Hong Kong said, "To grasp consumers' instant attention, we tactically dramatized the most common coffee buying scenario that Hong Kongers experience every day. We needed to engage Hong Kongers in a far more emotional manner, one that would not only leverage our brand's strong, local heritage but also entices them to try Vita's new Hong Kong style coffee. With the campaign we've ensured Vita continues to own its Hong Kong style positioning."

Credits -
Chief Creative Officer & Managing Director: Carol Lam
Executive Creative Director: Clifford Ng
Director of Client Services: Benny Ko
Group Creative Director: O Poon
Creative Director: Paul Yu
Associate Creative Director: Ben Ling
Senior Art Director: Tony Cheung
Art Director: Matthew Kwok
Account Director: Cafy Choi
Account Manager: Filly Zhang
Account Executive: Caro Siu, Ernest Tang
Head of TV Production: Annie Tong
TV Producer: Denise Wong

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