Student Edge Featured in QSR Media For Setting Off a Chatime Craze

Student Edge has been featured in QSR Media for its collaboration with Chatime, which “set off a craze” and increased traffic to their stores.

In 2016, SE teamed up with Chatime to launch a campaign that lead with four main points: “Go social, be engaging, ooze authenticity and give substantial discounts.”

To kick off the campaign, SE and Chatime held a social media competition to guess how many tapioca balls could fit in a Premium Pearl Milk Tea cup and it resulted in an overwhelming number of entries.

The weekly budget for 60 per cent of students under 18 is less than $25 a week, so another key to the campaign’s success was value-for-money. SE and Chatime offered a budget-friendly deal of regular Fruity Iced or Milky teas for $8.00. The deal has since been upgraded to two of any regular drink for $8.50.

Carlos Antonius, General Manager at Chatime Australia, told QSR Media that social media posts promoting the deal delivered the highest engagement in any given month. “Being authentic in our interactions is important; our brand and the offer resonate strongly with students,” he said.

Student Edge’s General Manager of Members and Marketing, Choon Tan, added, “Although we help young Australians with the many challenges they face, the main drawcard for our members are the deals."

“Australia’s youth are staying connected with devices, but most teens are still unable to make purchases online, so for QSR brands tapping into our established national network of students to drive in-store activity is a no-brainer.”

Photo: Student Edge