NoTwo HK has developed the 360° campaign 餓底 JOKE 字室 for Chinachem Malls, launching it across their portfolio of nine malls. The goal was to encourage domestic consumption by celebrating local food culture. Our strategy was built on a core Hong Kong value: our deep love for food (食).

The Idea and Strategy

We created 8 lovable characters, 餓底兵團, representing various F&B tenants. These characters appeared consistently across all the campaign displays and games, ensuring every element worked in concert.  

Meet the squad: 模飯生, 零脂包子, 矇茶茶, 空氣榴海, 茄喱啡, 勁餃笑, 舉手之爐 and PHO車頭.

Viral Installations as Tenant Promotion

Our massive, headline-grabbing installations were more than just games; they were powerful, incentive-driven promotions. Every installation and piece of POSM, from the 配料ALL落鍋 for 湊湊火鍋 to the 燒肉層層碟 for 牛角, was designed to spotlight the F&B offerings at Chinachem’s malls. This funny and viral execution served a direct commercial purpose: driving foot traffic straight to the doors of their restaurant tenants.

In addition to the tenant-specific promotions, we also created other giant displays like the photogenic 巨型食字牆, a massive wordplay wall with all eight 餓底兵團 characters lined up alongside it, and the  珍奶大滿捉 to engage the visitors. These installations were key to building a 360° experience that ensured from the moment a customer saw an ad to the moment they played a game, they were immersed in a uniquely Hong Kong experience. We didn’t just give people a reason to visit; we gave them a fun, rewarding, and shareable experience rooted in a culture they love.

Gamified Spending with Collectible Cards

We transformed everyday shopping into a city-wide collection quest. Tapping directly into Hong Kong’s current collectible card 盲抽卡 phenomenon, we designed a set of eight cards 餓底兵團食字卡. The mechanics were addictive: collect 3 different cards + 1 special edition card to win a HK50 voucher. This gamified system didn’t just encourage spending, it created a sense of urgency and fun, turning every receipt into a potential prize and fostering repeat visits across the participating malls.