Souper Hero
NFT project - Advertising, Experience design
The proposal
TamJai Yunnan Mixian and TamJai SamGor Mixian - One of the biggest Asian chain restaurants in Hong Kong, launched its first charity NFT collection, Souper Hero. Designed by local comic artists Justin Wong, Kam Siu Man, Big Y, and Chow Siumou, Souper Hero is an assemblage of 10,020 unique avatars featuring TamJai-inspired motifs we all know and love. There is a grand total of 4 categories to choose from: TamJai Topping Series, TamJai JehJeh Series, SamGor Topping Series and SamGor Character Series. You’re welcome (encouraged, even) to acquire more than one avatar though, as all net proceeds of Souper Hero will go to support Hong Kong Arts Centre’s “Out of the Cube” creator grooming programme.
In short, users are extending their patronage to TamJai into a patronship for up-and-coming local digital artists.
Challenge
How NFT campaign helps F&B chain brand bringing excitement, brand awareness, and loyalty to customer and increase sales in campaign?
Key objective
The brand aims to stand out from the cloud of the traditional marketing campaign, NFT campaign gives brands exposure in web 3.0 and the traditional market. It expands the market from only the F&B to a new territory, targeting new customers interested in web 3.0, gaming, and investment. As a result, the campaign successfully turns the audience into new customers, and existing customers into loyal customers.
Solution:
How the campaign works?
The first launch of TamJai-themed avatars featuring familiar TamJai items: accessible for all with trading can be made by fiat money
The Souper Hero is comprised of four series, each created by a local comic artist: Justin Wong, Kam Siu Man, Big Y, and Chow Siumou. The series feature familiar TamJai items beloved by fans, including TamJai Topping series, TamJai JehJeh series, SamGor Topping series and Samgor Character series. 10,020 pieces of unique NFTs will be expected to be minted, of which 1,000 are reserved for whitelisting with the pre-sale scheduled on 8 June 2022 and 20 for auction (details of whitelisting and auction to be announced). The Souper Hero NFTs is marked under a very friendly price of HKD500 each officially. While majority of the NFTs trading are usually done by cryptocurrencies, the Souper Hero can be purchased simply through fiat money such as credit cards (Mastercard or Visa) on Artzioneer, the official marketplace of this project, as the brand believes that art in any forms should be available to anyone and everyone. Owners of the Souper Hero NFTs are entitled to fabulous privileges, such as a free bowl of mixian (noodles) with two toppings, a complimentary VIP membership at either TamJai or SamGor, as well as invitation to private events. They can also gain bonus points to redeem rewards, along with a vast array of surprise perking down the road!
A long-term, charitable project with HKAC to cultivate digital artists
While most NFT projects are business-oriented, TJI makes its endeavors on corporate social responsibility by donating all net proceeds from the Souper Hero project to the HKAC’s “Out of the Cube” project to support the local digital artist communities and foster digital art training and education in long run. Artists are invited to join the Creator Grooming programme, a regular programme in “Out of the Cube” by the HKAC, to sharpen their digital artmaking skills. What’s more, art appreciation is made accessible to all through this meaningful, charitable collaboration.
Gamified fun in The Sandbox makes for an exciting O2O experience
In an offline context, a metaverse zone will be curated in the HKAC, hosting a series of digital artmaking workshops given by professional artists from The Sandbox, a leading decentralized metaverse platform which offers gaming experiences where everyone can own, create and monetize. TJI is also paving the way to building its ‘edutainment hub’ on its LAND in The Sandbox metaverse where avatars and NFT items created by the community members will be showcased. It will become a perfect place for interactive virtual exhibitions and a platform where Souper Hero NFT holders convene, exchange insights, and participate in mixian-themed (noodle-themed) mini games. What is more, NFT items created by the community members will be listed on The Sandbox Marketplace as a featured TamJai voxel NFT collection. Winners will be rewarded with SAND, the native token of The Sandbox, and mixian (noodles).
As a brand icon and a local cultural symbol, the familiar TamJai JehJeh uniform will surely have a significant role to play in the metaverse. TJI invites talented artists and fans to unleash their creativity in its TamJai Fashion Show 2.0 – A/W TamJai JehJeh & SamGor Metaverse Uniform Design Competition – to customize their 3D NFT avatars, ranging from Enoki-mushroom Man to virtual TamJai JehJeh and SamGor. Participants will be rewarded with a complimentary mixian (noodles) to enjoy and a chance to own their 3D avatars in The Sandbox metaverse!
Campaign site: https://www.souperhero.io/
Campaign IG: https://www.instagram.com/tamjai_souperhero/