TamJai sister brands and PayMe bank on guerrilla marketing to promote new campaign

TamJai Yunnan Mixian (TamJai), TamJai SamGor and HSBC’s e-wallet PayMe have partnered up to launch a creative campaign in Hong Kong, aiming to expand its cashless payment options by adopting PayMe in all TamJai and TamJai SamGor stores across the city.

With the tagline “全民Discount”, the campaign provides an array of discount offers throughout June. During the promotional period, customers who use PayMe in all TamJai and TamJai SamGor stores are able to enjoy flash offers. Apart from offering discounts for existing PayMe users, the campaign aims expand the user base of PayMe. 

The partnership has leveraged guerrilla marketing to promote the campaign by hiring students and models to wear TV-shaped headgears as they commute across the city or tour around busy business districts. Done in collaboration with The Bridge Agency, the idea of the marketing stunt comes as the Cantonese pronunciation of television frame is said to resemble the English pronunciation of "discount".

One of the red TV-shaped headgears will feature PayMe's mascot PayMeow as a teaser for the campaign, while headgears with yellow frames represent TamJai Yunnan Mixian's brand colour.  Desmond Ku, founder and director of The Bridge Agency told MARKETING-INTERACTIVE that while the agency used TamJai Jeh Jeh’s (TamJai waitresses) TamJai accent as an entry point, students, office workers and muscular man represent people from different sectors. 

“We found that many netizens particularly like to discuss and repost posts about students and muscular men. In view of this, we injected some funny element into some of the headgears. For example, we add fringe and winking eyes on students’ headgears (pictured right),” Ku said.

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Jaslin Goh, chief marketing officer of PayMe, said on the launch event that the partnership aims to expand PayMe’s footprint to get PayMe acceptance across more entrance. “While TamJai and TamJai SamGor have a lot of hot lenses, it is a very good step forward to get even more daily use case for PayMe for everywhere in the F&B sector.”

Meanwhile, the guerrilla marketing stunt has also drawn heated discussion across social platforms. Media intelligence firm CARMA saw nearly 60% of neutral sentiments, 24% positive and 17.3% negative sentiments regarding the event over the past few days.

Photo courtesy: LIHKG

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