TamJai sister brands unveil mobile games as part of loyalty revamp

TamJai sister brands have unveiled a brand-new mobile game, following the successful revamp of their loyalty apps. As part of the initiative, TamJai Yunnan Mixian takes the cuteness overload approach and turn those familiar toppings into the leading characters for the game title – “Tastebud Troopers” (攻脷兵團與秘寶), where these cute little troopers fight their 20 levels of challenges to reveal the true flavours of TamJai.

Meanwhile, TamJai Samgor’s new mobile game, titled “The awakening of spiced up memories” (覺醒！辣魂回憶) “ depicts the story of youth SamGor and his journey to retrieve the hidden secrets of flavours and beef up his culinary kung fu along the way. Those familiar SamGor toppings are monsters to tame during those 20 levels of challenges.

TamJai app members who successfully complete these two games (missions) could get at TamJai “Annual free chicken wing pass” or an exclusive four-character box set from the game title. Meanwhile, SamGor fans completing the missions could also get the “Annual free chicken wing pass” and a "Golden Chopsticks fast pass to skip lines at stores".

Explaining the unearthing insights, David Hung, group senior CRM and digital manager, said the revamped TamJai and SamGor loyalty programmes put strong emphasis on value and experience for the customers.

“Last few weeks we communicated a lot on our free topping system that makes points redemption a lot more relevant and a more easily understood form of value. This mission – is then part of the experience side, and we take it to the extreme level. Fans love our two brands also for the brand personality, so our members get to enjoy bespoke brand content that is exclusive to them. Both TamJai and SamGor spent a huge amount of effort in creating this unique member experience to go very deep in the creative exploration process to come up with these two engaging stories, in their own unique styles.”

By combining in-depth brand content with sets of CRM metrics on the back end, both brands aim to take consumers on a real gaming experience just like playing a “role play game” they would enjoy on their computers and game consoles.

Done in partnership with local agency de göose, he said gamification mechanics such as “missions” are common in the loyalty world, and the depth of the game is serious, he said. “It is rare to see brands putting so much brand content effort into making this activity meaningful, or even engaging to customers. Very often, you see these missions are executed in uninteresting, complicated ways that there is zero reason for fans and members to engage in.”

“These are not real mobile games for sure. But the content is amazing, and we believe this is also a way to reward our loyal fans.”

Offline activations

To amplify the campaign, all TamJai and SamGor restaurants in Hong Kong are dressed up with either the cute Tastebuds Troopers or the fierce-looking SamGor 辛勢力 villain characters, resonating with the “toppings” theme of this loyalty revamp.

Maggie Sze, marketing director for TamJai SamGor, said, "Our brand strategy is rooted in the belief that fostering joy and engagement is essential for guiding customers through their journey with SamGor. After all, who responds positively to a brand solely focused on transactions? By crafting a mission-inspired experience reminiscent of popular anime and presented in a nostalgic eight-bit video game style, we aim to resonate with a diverse audience, from teenagers to young adults.”

“This immersive journey bridges the gap between the tangible world of our stores and the interactive realm of our app, fostering a deeper emotional connection that encourages customers to engage, explore, and ultimately complete their missions."

Winnie Chan, marketing lead for TamJai Yunnan Mixian, added: “We are thrilled to announce the launch of the upgraded TamJai App, crafted to provide our customers with a smoother and more convenient experience. By creating engaging brand assets, we not only enhance user engagement and brand recall but also foster a sense of community and emotional connection with our customers.”

“For the TamJai RPG story, we even created four limited editions of plush toys based on the characters in the game. These delightful companions will join our fans’ daily lives and in such a way, we want to create lasting memories that bring us and our fans closer together!"

Ronald Wong, CMO of TamJai International added, “It’s a piece of work we're all proud of – it takes so much for brand marketing, CRM, digital, IT, operations to make it happen. The innovation clearly is the combination of engaging brand content and the execution of CRM tools/mechanics that are crucial for business development and measuring marketing activities' effectiveness.”

“I would also like to say a big thank you to our brilliant creative agency partner - de göose, to create two sets of strong brand assets for the two RFG games. Two completely different sets of creative stories, equally engaging. The level of detail of the work speaks for itself. There were over 70 animations to create for each particular game, and don’t forget that they have to be trackable and compatible with our CRM logic. There were months in the making, but it was totally worth it. A team overflowing with passion and creativity.”

Danny Yiu, creative partner and co-founder of de göose, said: “A mobile game, especially an RPG game, is an effective way to provide an immersive experience for brands and loyal fans. It also shows our loyal customers what they are worth to the brands. In this case, we chose a creative topic (The Toppings) and added cuteness (TamJai) and coolness (SamGor) that are unique to the brands. I believe a this format can help the brands interact with fans and increase emotional satisfaction."

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