The campaign is based around the theme of conversation, and features the tagline ‘Let’s Ping Pong’. It will appear in selected press and in London Underground stations, including digital screens.
All the ads follow the same colour scheme and format, with the restaurant’s drinks and dishes presented against a dark background below faded white writing in the Ping Pong font. They are designed to appeal to wealthy, City-based urbanites aged between 22 and 40. Integrated agency Aqueduct has created the campaign.
Tina English, commercial director at Ping Pong, says: “We wanted a campaign that communicated to our audience that we’re about more than just great food and drinks – visiting Ping Pong is a social experience. Aqueduct has produced an initiative that people will really remember Ping Pong by.”
Andy McLane, creative director of Aqueduct, adds: “The initiative centres on the social aspect and togetherness of eating dim sum and the way Ping Pong restaurants provide the perfect setting for conversation. We recognised hundreds of these little anthropological dining moments and saw an opportunity to make ‘ping ponging’ an eminently usable verb, and in doing so create an expectation for fun and a great time to be had at the restaurants.”
Ping Pong will also be distributing guides to Ping Ponging, loyalty card packs and Oyster card wallets until the end of March.