CHAGEE launched an interactive tea word puzzle game that rewarded participants with a free CHAGEE drink voucher upon completion. The campaign combined digital engagement with offline redemption, encouraging users to play, win, and visit CHAGEE stores.
Objective
In June, the campaign aimed to reintroduce CHAGEE to Singapore’s market and drive store visits through a fun, interactive, and rewarding mechanic. Leveraging SG Food Deals allowed CHAGEE to tap into a highly engaged audience of tea lovers and deal-seeking consumers, creating awareness and participation around its brand comeback.
Key Messages to Bring Across
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- Brand Relaunch: Announce CHAGEE’s return to Singapore in an engaging and celebratory way.
- Play-to-Redeem Mechanic: Encourage participation through a word puzzle game that rewarded users with a free drink voucher.
- Limited-Time Campaign: Emphasize the closing date to drive timely participation.
- Easy Redemption: Highlight convenience with redemptions available at Orchard Gateway, Plaza Singapura, and Raffles City outlets.
Telegram Post
We created a concise and visually appealing post spotlighting CHAGEE’s return and the opportunity to win a free drink through a quick word puzzle game. The copy focused on celebration, simplicity, and immediacy, encouraging users to click through and play before the campaign ended.
Results
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Strong Engagement: The post achieved high participation rates, reflecting strong interest in interactive brand-led activities.
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Wider Reach: The campaign’s fun, gamified approach led to organic shares among Telegram users and tea communities, extending reach beyond the primary channel.
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Effective Reintroduction: The activity successfully reconnected CHAGEE with Singaporean consumers, rebuilding top-of-mind awareness and footfall to its reopened stores.
Takeaway
By combining digital gamification with real-world rewards, CHAGEE’s campaign effectively bridged online engagement and offline action. The approachable “play-to-redeem” format made participation effortless and rewarding, while amplification through SG Food Deals ensured maximum reach among food and beverage enthusiasts.
This activation proved that interactive, reward-based campaigns can generate excitement, drive store traffic, and strengthen brand affinity, particularly during a relaunch moment.
