TamJai sister brands team up to unite fans with creative campaign

TamJai Yunan Mixian has teamed up with its sister brand TamJai SamGor to launch a creative campaign featuring local singer Hins Cheung and female choir groups from both brands, which aims at bringing positivity to HongKongers. 

The campaign is launched along with the introduction of both brands’ latest mobile apps, which aim to offer user-friendly experiences by providing smooth operations on dine-in orders, take-out self-collections and remote ticket collections.

To celebrate the launch of both apps “譚仔MY線會” and “三哥辛派”, the first-ever collaboration has invited Hins Cheung and girl groups from both brands namely “勿演女笙” and “SamGirls”.

Within the video ad, Cheung was featured as the producer of girl groups and was wondering which styles and looks were suitable for both girl groups. Meanwhile, two bowls of noodles from both brands transformed into girl groups “勿演女笙” and “SamGirls” respectively, singing the unique songs revolving around both apps.

Cheung felt it was hard to pick the best group out of the two, and decided to debut the two girl groups, as he believed there is no boundary between both mixian brands, hence leading to the campaign slogan “Why not download both apps?”

The campaign is built on the phenomenon that fans of both brands enjoy arguing which brand tastes better, however, most of the time their consumers go to both stores to enjoy the authentic yet different tastes of the noodles, “It’s just like the social saying ‘Why not both?’ and it gave us the idea of launching the two apps together because the love for mixian is inclusive, and we believe for true mixian fans, no choice has to be made between TamJai apps and SamGor apps,” the spokesperson of the campaign told MARKETING-INTERACTIVE.

Done in collaboration with creative agency Society Hong Kong, the client and agency sides of the campaign agree Hins Cheung is one of the most important icon in the local music industry and he is known for his enthusiasm in supporting new singers, hence the campaign has invited him to features as “producer” to lead the debut of the two girl groups, the spokesperson said.

In terms of mediums of promotion, the campaign will start with a witty social video, followed by out-of-home advertising where a series of merchandises will be seen at both stores as well as in-store promotion with numerous delicious incentives.

”The launch of TamJai Yunnan apps and TamJai SamGor apps definitely mark another milestone on TamJai International’s history as digitalisation enables us to engage and serve our customers better in every aspect. We are excited to see both apps finally launched and we hope this campaign will bring the fans of both brands together.” said Agnes Lung, group chief marketing and digital officer of TamJai International.

“We are flattered to be given such important project and we believe the two apps, are not and should not be mutually exclusive. Less confrontation, more peace and love, that’s what we need right now,” said Penny Chow, managing director of Society Hong Kong and Taiwan.

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