GUNDAM DOCKS AT HONG KONG

TitleGUNDAM DOCKS AT HONG KONG
BrandTIMES SQUARE
Product / ServiceTIMES SQUARE
CategoryC01. Brand Environments
EntrantOMD HONG KONG, HONG KONG
Media Agency 2 OMD HONG KONG, HONG KONG
Entrant Company OMD HONG KONG, HONG KONG
Media Agency OMD HONG KONG, HONG KONG

Credits

Name Company Position
Doreen Lee Times Square Executive Director
Yen Leng Times Square Director
Vernon Ma Times Square Promotions/Centre Operations
Katherine Poon Times Square Promotions/Advertising Manager
Jaxie Ho OMD Hong Kong Buying Director
Deric Wong Omnicom Media Group Hong Kong Managing Partner/Strategy
Anthony Lau Omnicom Media Group Hong Kong Communication Planner

Brief Explanation

Times Square is one of Hong Kong’s most successful urban transformation stories. From the tram station then to the modern shopping complex today, our iconic Open Piazza, Clock Tower and gigantic TV screen have made us the ‘timeless meeting place’ that has become an intricate part of Hong Konger’s lives. But the tireless innovation from new vertical malls shifted the attention away from Times Square week after week. We needed to build conversations and exploit people’s nostalgia for the familiar. We transform ourselves again, from the “timeless meeting place” to the “place of happenings” that moves with the times.

The Brief

Time Square needed a way to put ourselves back on the spotlight, by getting people to talk about and endorse Times Square as Hong Kong’s most iconic shopping mall.

How the final design was conceived

We brought Gundam and Zaku, 2 timeless animate heroes that engages both adults and kids out of Japan for the FIRST TIME. Parts of the Gundam and Zaku were transported on open trucks without any announcement, surprising mass media and many Gundam Fans. A multi-dimension replicate of one of the most iconic scenes in the <<Gundam>> animate, we deliberately brought the 2 heroes to life in 1:3 ratio, a size just right for vistors to easily capture the entire figure on their cell phones in their perfect composition from different angles!

Indication of how successful the outcome was in the market

In just 4 weeks and ZERO media spend, we did not only generate enormous word-of mouth but also deeply engage with HKers! -Over HKD 2M local PR and over HKD 6.5M international PR Coverages, totally over HKD 8.5M free media mentioning -Over 1,500 online organic discussion on forums, accounted for 20% of total volume of Time Square’s online mentioning in 2013 -Over1,500 videos created by international media and fans to share their experience -Facebook Fans grew by 7.5% with over 3,500 organic sharing, reaching more than 750K shoppers -Follower of Instagram grew by 600%