In a groundbreaking collaboration, Hong Kong’s food chain TamJai Yunnan Mixian, TamJai SamGor, and HSBC’s digital wallet, PayMe, have rolled out a vibrant campaign in the city. This venture is geared towards broadening the scope of cashless transactions by incorporating PayMe across all TamJai and TamJai SamGor outlets.
Dubbed “全民Discount,” the campaign delivers a myriad of discount deals throughout June. Shoppers utilizing PayMe at TamJai and TamJai SamGor outlets can benefit from on-the-spot offers. The campaign doesn’t just reward existing PayMe users with discounts, but also targets an expansion in the PayMe user base.
In an unusual twist, the collaborative venture has adopted guerrilla marketing to publicize the campaign, employing students and models donning TV-shaped headgear across the city’s bustling districts. This creative marketing strategy, courtesy of The Bridge Agency, plays on the similar pronunciation of the Cantonese term for “television frame” and the English word “discount.”
Among the TV-shaped headgear, a red one showcases PayMe’s mascot PayMeow, serving as a campaign teaser, while yellow headgears symbolize TamJai Yunnan Mixian’s brand color.
Desmond Ku, The Bridge Agency’s founder and director, shared that the campaign intended to connect with diverse audiences, using the unique accent of TamJai waitresses and incorporating humour in headgear designs for students and muscular men.
Jaslin Goh, PayMe’s chief marketing officer, underlined the campaign’s goal of increasing PayMe’s acceptance across numerous platforms, making it a daily essential in the food and beverage sector.
This guerrilla marketing approach sparked lively discussions on social media platforms, with neutral sentiments making up nearly 60%, positive comments accounting for 24%, and negative responses comprising 17.3% of the conversation, as per media intelligence firm CARMA.
This article is based on information provided by Marketing Interactive.