The Campaign

Times Square is one of Hong Kong’s most successful urban transformation stories. But the tireless innovation from new vertical malls shifted the attention away from Times Square week after week. We needed a way to put ourselves back on the spotlight. Our strategy was to transform ourselves again, from the “timeless meeting place” to the “place of happenings” that moves with the times. Parts of the Gundam and Zaku were transported on open trucks without any announcement. 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. 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”. In just 4 weeks and ZERO media spend, - + 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

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.

Results

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 - 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, - Follower of Instagram grew by 600% - Number of Fans grew by 3.3% on Sina Weibo, event related articles is reposted close to 5,000 times, reaching over 36 million Weibo users - 4.8M footfall to Time Square. A 13% increase compared to the same period in 2012! Most importantly, we did not only attract Gundam Fans, but engaged with HK shoppers with a more holistic entertainment experience!

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”.

The Situation

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.

The Strategy

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.