TamJai SamGor Mixian has been crowned Best of Show – Brand at the PR Awards held on 17 August. Designed to discover, recognise, and reward the most stunning work in the PR and communications industry across the North Asia region, the awards saw PR professionals on both client and agency side gather at Hong Kong Ocean Park Marriott Hotel on 17 August to showcase their best work to the wider industry. All entries were carefully evaluated by an independent panel of senior client-side communications experts.
See the full list of winners here.
See the full jury here.
With innovative solutions, TamJai SamGor Mixian stood out from the crowd taking home nine trophies in total including five golds and four silvers. The campaigns which wowed the judges the most, and helped to bag four of the five golds for TamJai SamGor Mixian were "TamJai SamGor ‘Spicy Martial Art’ New Product Launch" and “Life’s a mixture, we taste it all”.
Within the "TamJai SamGor ‘Spicy Martial Art’ New Product Launch" campaign, which was done in collaboration with the Bridge Agency and Madkids Communications, it aimed at sparking the public’s interest in its new Mixian product, the black pepper pork chop and the white pepper pork rib soup.
To engage a wider audience, the campaign invited a team of professional stuntmen to “fight” in front of TamJai SamGor’s Tai Po store last September as part of its guerrilla marketing stunt. The “fight” was filmed and shared from a passer-by’s perspective in a bid to cause confusion and to lead audiences to believe the fight was real.
The campaign successfully created the talk of the town before the official announcement of the new food item. The video eventually achieved more than 250 coverages by local, international media outlets.
On the other hand, The Bridge Agency once again won the prestigious Best of Show – Agency. The agency took home a total of six golds and eight silvers with the campaigns done in partnership with Hardchi Creative, Madkids Communications and Society.
Separately, The Bridge Agency also bagged another two silvers and three bronzes for the campaigns developed on its own, including “’Good Food Good Times’ Eat • Play • Earn” for Hong Kong Times Square, “TamJai Souper Hero NFT”, “Why not loving both?” for Tam Jai International, “TamJai SamGor ‘Spicy Martial Art’ New Product Launch”, “Life’s a mixture, we taste it all” and “TamJai Jeh Jeh Speaks Exhibition” for TamJai SamGor Mixian.
Within the “Why not loving both?” campaign, which was done in collaboration with Society, 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.
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.
This year, the competition was incredibly tight with over 440 entries across 35 categories and a total of 109 trophies awarded to the leading brands and agencies across the regions at the ceremony.
We thank all our 22 esteemed panel of judges, and congratulate all our winners for an excellent night! See you again next year!
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