TamJai's first branding effort gets 600K views in days

TamJai SamGor Mixian (譚仔三哥米線), a two-decade-old rice noodle chain in Hong Kong, has taken its first step in brand marketing with a motivational video that tells a dramatic tale about how the company was founded.https://vimeo.com/159003997It wasn't easy - the popular noodle shop familiar with people today is an incarnation from its original brand TamJai Mixian (譚仔米線), established by SamGor and his younger brother in the '90s, which later joined by two of his family members.In 2008, the family business split into TamJai Yunnan Mixian (譚仔雲南米線) and TamJai SamGor Mixian due to conflict between shareholders. The later brand is owned by SamGor himself.Now under the banner of being original, TamJai SamGor is striving to distinguish itself from its almost identical "brother" company with a brand overhaul that includes a new logo and an online film that aims to claim originality of the business.[caption id="attachment_129785" align="alignnone" width="330"] The revamped logo carries the face of owner Sam Gor.[/caption]The video, starring local actor Ng Siu-hin (吳肇軒), has attracted more than 600K views, 10,700 shares and 17K likes on Facebook in less than a week. The ad campaign coincides with its 20th anniversary this month."This is our first time to run a campaign that has adopted such a heavy storytelling approach," Eva Lee, marketing manager of TamJai SamGor Mixian, told Marketing."Until today, many are still confused about which brand is the original, given the two brand names are similar. This campaign is our effort to differentiate via engaging online content as well as a more distinguishable logo of our own," Lee said.The revamped logo can be found at some 50 of its outlets in Hong Kong. Last year the brand has made its entrance into premium shopping mall Festival Walk and Hong Kong International Airport, which, according to Lee, marked a big step to its business success."Apart from explaining the intricate history of the TamJai brand, the video also meant to pat young people on the back with the successful story of SamGor," she added.CreditClient: TamJai SamGor MixianCreative: More PR MarketingMedia: TamJai SamGor Mixian in-house marketing team