TamJai Yunnan Mixian has risen to the top at the Marketing Excellence Awards Hong Kong 2022 on 2 December and was crowned Marketer of the Year. As the leading platform for marketing professionals across Hong Kong to showcase their cutting-edge strategies, the Marketing Excellence Awards Hong Kong 2022 saw industry professionals gather at Kerry Hotel to see if their companies would take home the top accolades. All entries were carefully evaluated by a high-profile panel of 31 professionals.
See the full list of winners here.
See the full jury here.
TamJai Yunnan Mixian took home eight awards and the coveted title of “Marketer of the Year”. The brand won two golds in Excellence in Exclusive Event, Excellence in Innovation; four silvers in Excellence in Social Media, Excellence in Branded Content, Excellence in KOL Partnership and Excellence in Content Marketing; two bronzes in Excellence in Public Relations and Excellence in Creative Design.
The Unconventional Anniversary Campaign – The TamJai Way wowed the judges as the brand wanted to sustain the buzz created last year and reinforce customers’ impression on the brand as part of its 25th anniversary celebration; to further uplift the brand image, not only a local and creative food and beverage brand; to convey the brand’s core value and principle upheld in 25 years and to establish a closer relationship with audiences.
To stand out amidst stiff competitions, the campaign adopted an unconventional strategy with integrated touch points by leveraging TamJai Jeh Jeh, the brand’s valuable assets. It also partnered with TamJai Jeh Jeh Performing Group and local singer-songwriter Terrence Lam to develop a music video featuring Sham Shui Po, the origin of TamJai.
By collaborating with various creative institutes to establish a new brand’s image: localised yet decent, humourous yet sophisticated, creative yet meaningful. To further leverage the popularity of TamJai Jeh Jeh, the brand relaunched the merchandise, “TamJai Jeh Jeh” which won customers’ heart last year. It is a folded umbrella collection designed by local illustrators featuring Sham Shui Po and TamJai Jeh Jeh.
The brand also launched the TamJai Yunnan Mixian “Dream Comes True 2022” campaign, following the campaign done in collaboration with Master 7 last year.
Targetting young families and working ladies, the campaign aimed to promote the brand’s own talents TamJai Jeh Jeh Performing Group, which was established during the 25th anniversary campaign. To generate more buzz, the brand aimed to create a diverse yet unconventional campaign with more talking points, paving the way for launching new products in the future and bringing more surprises to customers.
With their down-to-earth image, TamJai Jeh Jeh and the brand collaborated with MC $oHo & KidNey this time to work on creative songs which talked about the vicissitudes of life. Moreover, a series of PR coverage was launched in just half a month to create buzz, including a song with lyrics containing the “stirring” elements.
MARKETING-INTERACTIVE would like to thank our industry leading judges for their time and effort to go through around 750 submissions.
MARKETING-INTERACTIVE would also like to congratulate all our finalists for an amazing showing despite the difficulties the pandemic presented. We hope that this year's awards have inspired the industry to keep fighting the good fight as we head into 2023.