Noah Workshop supported TamJai SamGor 譚仔三哥 with their sports sponsorship campaign 三哥全港學界精英足球比賽, “Dare Together & Spice It Up!” 一齊敢 · 先夠辛. We rebranded eight TamJai SamGor stores as school clubhouses and successfully engaged the target Gen Z audience.

The Campaign

SamGor All Hong Kong Schools Jing Ying Football Tournaments  

三哥全港學界精英足球比賽

The Strategy: “My School, My Spice” 三哥力撐學界足球

To engage Gen Z, Noah Workshop transformed TamJai SamGor from a noodle shop into a “Home Court” for school pride. We turned local rivalry into a flavourful, interactive experience.

 The Execution: 食三哥 撐精英

1. Final 8 “School Clubhouses”: We rebranded the SamGor branch nearest to each finalist school as their official fan hub (精英應援店). Fans could order the “Captain’s Bowl” (精英賽打氣套餐), custom Mixian combos curated by the players themselves.

2. Hero Flash Cards 精英球員卡: We turned student-athletes into stars with collectible stats cards, available only at the themed stores to drive repeat visits and school hype.

3. SamGor x adidas: A high-heat collab featuring limited-edition souvenirs, blending SamGor’s bold red aesthetic with adidas’s iconic street style.

• 三哥Xadidas限量菲林相機
• 三哥Xadidas文具套裝

4. The Viral Finale: During the championship halftime, SamGor staff (三哥哥哥姐姐) stunned the crowd with a professional Freestyle Football performance.

Scope of Work

• KV
• OOH
• Digital
• POSM
• Social Content
• Souvenir Design