Shogun (General in Japanese) burger is a seasonal burger series with over 20 years history, relaunched around Valentine’s Day every year. Despite having an excellent word of mouth, consumers knew it too well. A new ingredient – Tamago (Egg in Japanese) was later introduced. Played around the pun, Tamago could also be a name in Japanese. So we created a character around it and the love story of Shogun and Tamago became one of the most well-known love story in Hong Kong ever since.

Still, in light of challenges posed by other fast food novelties, the legacy of Shogun and Tamago was fading. How could we revive the classic “love story” for better revenue growth of the 20th year old burger series?

The story began with two ancient-style huge packages on Airport. Photos were shared with an enigmatic Gif on social, teasing their arrival. Soon audiences realized Shogun needed help, as they came across vintage on-street flyers and “missing-person-notices” among newspaper’s announcement ads. Social pages got alerted and helped spread the news, seeking Tamago’s sightings.

Thanks to HKer’s effort, Tamago was spotted in places. We leveraged on social pages of HK’s 18 districts (community information-hubs) to track Tamago by asking people to upload images. As Tamago’s whereabout got clearer, we invited discussion on popular social pages, predicting if Shogun could find Tamago eventually.

Shogun finally reunited Tamago on Valentine’s Day! To celebrate, we rolled out limited offer of buy-1-get-1-free for Red Bean (means long-lasting love in Asian culture) Pie for HK’s couples to enjoy sweetness together. The story ended as Shogun travelled back with Tamago with memories and farewell of public.