Ping Pong restaurants look great. The staff and service are welcoming.
The food and drinks are delicious. But if you strip away all that, and get to the rich Chinese heritage, it's all about dim sum. They're basically like tapas - incidental to conversation and a social experience. This was
our insight.

By amplifying this social aspect we tackled the tough objective we'd set ourselves: how to make dim sum as fashionable as sushi. We certainly weren't going to do it by playing to the 'me too' set of rules deployed by the ever growing line of competitor dim sum brands. By talking less about the menu and more about the experience you could look forward to at a Ping Pong restaurant we created a campaign that gets more people into the restaurant and, along the way, sells more food. Our campaign even invents a new verb:

To Ping Pong - (sociable verb) meaning: to talk back and forth, in fluent conversation (e.g., 'We Ping Ponged till the cows came home')