Results and Effectiveness

In just 4 weeks with ZERO media spend, we generate enormous word-of mouth but also deeply engage with HKers! - + HKD 8.5M local PR and international PR Coverages - +1,500 online organic discussion on forums - Facebook Fans grew by 7.5% with over 3,500 organic sharing - Follower of Instagram grew by 600% - Sina Weibo Fans grew by 3.3%, reaching +36 million Weibo users - 4.8M footfall to Time Square. A 13% increase compared to last year Most importantly, not only attract Gundam Fans, but we engaged with HK shoppers with a more holistic entertainment experience!

Creative Execution

The battle started before our heroes even arrived! Parts of the Gundam and Zaku were transported on open trucks without any announcement, surprising Gundam Fans. Even mass Media voluntarily tracked and reported the entire process! A multi-dimension replicate of one of the most iconic scenes in the <<Gundam>> animate, we brought the 2 heroes to life in 1:3 ratio, a size just right for visitors to easily capture the entire figure on their cell phones in different angles! Going beyond displays, we created a lightshow with specially designed audio-visual effects from our iconic TV screen. Gundam fans felt as if they stepped into the centre of Zaku and Gundam’s battle! To complete the experience, we gave fans a close-encounter with 20 human size 1.8m tall Zakus with whom they played games to win souvenirs. Artwork , figures and animation of Gundam were showcased in a 10m long space-ship “White Space”.

Insights, Strategy and the Idea

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. How do we build conversations with new news, but at the same time, exploit people’s nostalgia for the familiar? Our strategy was to transform ourselves again, from the “timeless meeting place” to the “place of happenings” that moves with the times. We brought Gundam and Zaku, 2 timeless animate heroes that engages both adults and kids out of Japan for the FIRST TIME.