Dragon Hot Pot
CASE STUDY: SPICING UP AWARENESS FOR DRAGON HOT POT
SITUATION
Dragon Hot Pot, a fast-growing food franchise known for its customisable hot pot dishes, had gained traction with Chinese audiences in high-traffic Melbourne suburbs. But there was a challenge: expanding visibility and foot traffic among local Western audiences, particularly in underperforming store locations like Caulfield, and positioning dine-in as the hero over takeaway. They needed a creative campaign that would resonate with socially active 20–40-year-olds and stand out across multiple digital platforms.
TASK
77 Productions was engaged to create a high-impact, short-form video campaign that would:
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Boost brand awareness in a 5km radius around key stores
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Drive foot traffic to specific locations
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Appeal to both culturally curious locals and second-gen Australians
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Showcase the personalised, sensory experience of building your own hot pot
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Align with a wider campaign across Meta, Spotify, and YouTube
The videos needed to feel organic, social-native, and modern—blurring the line between content and advertising.
ACTION
We developed a series of 15-second kinetic, top-down videos that brought the customer’s experience to life. Taking inspiration from food content creators and casual storytelling formats, each video centered around a single person’s “perfect hot pot”. We used:
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Conversational, podcast-style voiceovers
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Visually rich top-down food shots using a robo-camera for smooth, dynamic movement
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On-brand red and black colour schemes
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Custom location end-frames for localised targeting
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Sonic branding with a catchy jingle: “That’s why I love Dragon Hot Pot”
Each asset was optimized for autoplay on Instagram, YouTube, and Spotify—with subtle visual cues designed to intrigue and hold attention, mimicking the feel of a well-produced UGC (user-generated content) video.
RESULT
The campaign delivered a vibrant, multi-platform content series that not only reinforced Dragon Hot Pot’s identity but created a series of snackable, high-engagement moments. It successfully:
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Increased local awareness among new demographic groups
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Drove visits to targeted locations
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Elevated the perception of Dragon Hot Pot from a takeaway spot to an immersive, social dining experience
Beyond its marketing impact, the series helped establish a repeatable creative formula for future store launches and seasonal promotions—scalable, fun, and undeniably scroll-stopping. Learn more about our marketing videos.
What Our Partners Say About Us
For those of you in Learning Design and looking for excellent video content production, the professionalism and excellence of 77 Productions was terrific. They have produced stirling results for our clients and were a pleasure to work with!
- Marcus Garrett, Learning Solutions at RMIT Online
77 team who delivered over and above our expectations in the creation of our video series. I don’t think I’ve ever worked on a project so well managed. Ant was clear, communicative and just a pleasure to work with. I would be very happy to recommend 77 Productions for any corporate video projects.
- Susan Gallina, Communications & Media
77 produced a high-quality animations for our company, and we have been thoroughly impressed with the results. Their attention to detail, strategic planning, and seamless execution made the entire process smooth and professional . . . we would highly recommend their services.
- Colleen Hegarty, C.E.O.
Been a great experience working with 77 Productions on demonstration vids for maths teaching. Been a collaborative effort on both sides and they have been extremely prompt and professional to get them right.
- Steph Murphy, Director of Lesson Plans
77 productions did a video for me for my product in 2017. It has been circulating through social media for the past eight years. I’ve had many reactions from the video that 77 productions did.
- Lisa Cohen, CEO at Code Safe Distributors
Great Team at 77! Looking forward to working with them again in the future.
- Dario Guerreiro, Founder at Big Plans Melbourne
77P are always a pleasure to collaborate with. The video quality is outstanding . They are great at developing a brief and understanding and enhancing a strategy. We have had the pleasure of working with them for over 5 years.
- Andrew Gill, Managing Director at Agent Creative
Impeccable work in a timely manner that we are delighted with. Right from the start the team were helpful and explained in very careful detail all the ways in which we could bring our vision to life! And the process was a lot of fun too!
- Kaye Trewartha, Happy Founder at Argent Cashflow
Worth every cent. It is conceptualising our service exactly, and has made a complex service into something that anyone can digest in 2 mins. I highly recommend 77 Productions for your next video or sound project.
- George Hawwa, Growth Director at Attention Experts
Gina and Ant from 77 have been great to work with – incredibly responsive and collaborative with a high quality output that expresses our brand.
- Ashlee Watson, Corporate Comms at David Jones