TamJai Yunnan Mixian and Hardchi Creative successfully wins Hongkongers' hearts via localised campaign and merchandise umbrellas

TamJai Yunnan Mixian understands that localisation is the key to success. However, as it hopes to reinforce its local identity as a brand deep-rooted in the city, the campaign "TamJai Jeh Jeh", design by Hardchi Creative, was launched last year to convey the message of its ubiquity, rejuvenate its brand image, and reconnect with audiences. It won five gold awards, two silvers and one bronze in total. Moreover, TamJai Yunnan Mixian won the prestigious title of Best of Show – Campaign, while the campaign's creative force Hardchi Creative also won the coveted title Best of Show - Agency too. 

A branding campaign in a special format

Last year, TamJai Yunnan Mixian opened its first restaurant outlet at Tung Chung, expanding its footprint in every district in the city. To celebrate this achievement, TamJai Yunnan Mixian decided to launch a branding campaign to reconnect with audiences.

The core of the campaign was a collection of umbrellas as it played a rhyme for this brand merchandise. In Cantonese, the pronunciation of umbrella is similar to “sisters” (Jeh Jeh). As the brand’s most iconic part, waitresses of TamJai Yunnan Mixian became the theme of the campaign in association with the umbrellas.As the brand’s outlet can be found across 18 districts in Hong Kong, TamJai Yunnan Mixian collaborated with 18 local illustrators to create 18 sets of umbrellas with each of them representing a district, the first ever collaboration in the city. 
Aimed at benefitting the society, the campaign was also part of the collaboration between TamJai Yunnan Mixian and Heep Hong Society. All proceeds from the campaign were donated to Heep Hong Society to help children with special educational needs without any cost reduction. 

Overwhelming market response

To further engage audiences and add more local elements, each district has its own design. Some customers wanted to have a particular design and they created groups on Telegram to share the umbrellas, which helped TamJai Yunnan Mixian generate more attention from the public. Meanwhile, there were long queues outside the restaurants and some of the customers even asked the brand to produce extra quantities. The popularity of the campaign can be seen via the results on social media. For example, the campaign boasted 3.7 million reach and more than 490,000 engagements.
Successful elements of the campaign

TamJai Yunnan Mixian believes that connecting the local Hong Kong culture and brand characteristics in an engaging way, making the branding message relevant to audiences. Also, the campaign broke the boundaries of creative ideas and campaign formats, offering a fresh image to audiences that creative products could win their hearts as marketers usually use TVCs as a medium but this campaign proved that a TVC was not a must. The success of the campaign also set TamJai Yunnan Mixian apart from its competitors.

Ideas are the key to success. "But we go one step forward by breaking the boundaries in a creative format. It’s what distinguishes us from competitors," Roy Ha, creative partner of hardchi creative said. 

He added, "We hope we can tailor made campaigns that help clients to make a breakthrough and revitalise by utilising creativity, helping them to fulfil their business objectives."

This article is sponsored by Hardchi creative.