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Pika Fever: Engaging the Mass Community with Mikiki

This campaign by Sun Hung Kai Real Estate Agency Ltd for Mikiki shopping mall aimed to bring joyful experiences to the public and build the brand of Mikiki. The campaign leveraged the popularity of Pokémon to drive traffic and create a distinctive and impactful festive atmosphere. It included Pikachu dance shows, meet-and-greet sessions with Pokémon characters, and festive decorations with Pikachu ornaments.

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Pika Fever: Engaging the Mass Community with Mikiki

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  1. Mikiki Pika FeverBest Engagement – Mass CommunityPR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

  2. Entry Details 1. Entry Category: Best Engagement – Mass Community 2. Name of Campaign: Pika Fever 3. Name of Organisation: Sun Hung Kai Real Estate Agency Ltd. 4. Name of Brand: Mikiki 5. Name of PR Agency: Wasabi Creation Ltd. NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

  3. Entry Video https://youtu.be/e6WLIScCHD0

  4. (10%) Max. 1 slide • A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors Challenge • CHALLENGES • 1) Keen Competition • There are more than 15 shopping malls competing with Mikiki in vicinity. All shopping malls employ aggressive promotional practices in order to stand out which leads to intensified competition. • 2) Late Opening of Venue Decoration • It is common for shopping malls in Hong Kong to start promoting Christmas campaign in early November. In order to cope with our anchor tenant’s biannual mega sales promotion event, Mikiki’s Christmas decoration can only be set-up in early December implying that we are unable to meet the publishing schedule of traditional media. • OBJECTIVES • To bring joyful experience and surprises to the public and build up the brand of Mikiki • To capture public’s attention, draw cross-district traffics, prolong shoppers’ stay • To achieve 5% mall traffic growth year-on-year during the promotion period • To achieve 5% sales growth year-on-year during the promotion period • Start Date: 5 November 2015 End Date: 22 February 2016 • Target Audience: Young people aged 15 – 39 • Key Competitors: Nearby shopping malls in Southeast Kowloon, e.g. Plaza Hollywood • Budget: HKD$1,500,000

  5. (30%) Max. 2 slides – slide 1 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy • Pokémon is probably the most popular manga in the world, with a large youth and adult fan base. From our experience, it has been proved to be a great success to leverage on the popularity of famous characters to draw public’s attention and drive traffic, such as our collaborations with Little Twin Stars in 2012 and Smurfs in 2013. • To celebrate its 20th Anniversary in 2016, Pokémon would stage large-scale celebrative activities around the world; and therefore we chose Pokémon for our Christmas and Chinese New Year theme to leverage on its widespread popularity. • Although Pokémon is not our creation, we tried to achieve the campaign objectives by integrating our creativity and planning, in generating wow-factor with a festive campaign that combined talk-of-the-town events, celebrity and influencer power and sales promotions, while leveraging social media to reach our target audience. • It is expected the first appearance of ten Pokémon Mascots in Hong Kong would draw market attention and deliver joyful and wow experiences to the public. • 1) Pika Fever Dance! • We partnered with the Joint University Dance Society to stage four Pikachu dance shows in December. Acted by ten young energetic dancers, choreographed to Bruno Mars’s catchy hit song “Uptown Funk”, never before have so many adorable Pikachu appeared and danced explosively together on one stage in Hong Kong. The mascots’ upbeat and funky dance moves greatly impressed and vibed out the audience.

  6. (30%) Max. 2 slides – slide 2 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy 2) Pokémon Meet-and-Greet & Parade Customers were able to interact with their favorite Pokémon characters through our Meet & Greet sessions and Parade, where a group of Pikachu mascots marching inside the mall – a joyful and remarkable experience for shoppers. 3) Pika Fever Festive Decoration We set up a Christmas-themed decoration featuring 3D figures, a Pikachu fun car and Christmas trees with Pikachu ornaments. To celebrate Chinese New Year, we altered the setting with Japanese traditional elements such as Torii gate, taiko (drums) and lanterns. We also appointed a local tailor to custom-made Chinese style costumes for Pikachu Mascots so as to add a touch of local color. 4) Other Creative Programs Apart from the mascot dance, meet & greet and the festive setup, we extended the Pokémon theme to organize an array of programs: Pokémon Premium Redemption – Custom-designed Pikachu neck pillow, power bank and red packets and pouch boosted sales in the mall. Pokémon-themed Dishes - We collaborated with our F&B outlets to offer a range of Pokémon-themed dishes. Nintendo 3Ds New Pokémon Distribution – In conjunction with Nintendo, the first 1,000 3Ds players, who attended the event, were given a game-exclusive Pokémon. Other programs included Pop-up store, Opening Ceremony and Pikachu Farewell Party.

  7. (30%) Max. 2 slides – slide 1 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • Due to the late opening of our Christmas decorations, we had devoted much effort to plan and organize series of pre-event promotions to generate awareness and expectation amongst the mass public. • Pre-event Publicity and Promotions • 1) GOTCHA! Pikachu Go Car Roving (6 – 8 November 2015) • To induce the public’s anticipation, we designed and decorated a mini van as a “Pikachu Car” for a pre-event car roving at various high traffic areas, taking our branding outside of our usual region and to directly engage with target audience. Participants were entitled to a Pikachu paper cap and a chance to picture with Pikachu when they became our Facebook fan. The 3-day roving successfully attracted 3,000 participants. • 2) Pre-event Media Visit (5 November 2015) • We initiated a group of Pikachu mascots to visit six local media’s office before the event. The visiting videos and photos taken by the media created an impactful viral effect, for example a video of Pikachu squeezing into an elevator at Weekend Weekly office gained over 20,000 likes and 1,000,000 views on their Facebook within one day. • 3) Teaser Video (Mid November 2015 & Mid January 2016) • We also filmed 2 teaser videos promoting the upcoming programs in Christmas and CNY to create noise and to arouse the public’s interest. The videos with Pikachu dance and funny shots were posted across our social media platforms, attracting a total of 4,242 likes, 810 shares and nearly 130,000 views.

  8. (30%) Max. 2 slides – slide 2 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • 4) Pika Fever Dance Preview (22 November 2015) • A dance preview performance with ten Pokémon mascots dance performance was held as an on-site teaser event of the whole campaign to induce public’s curiosity. • Social Media Tactics • 1) ePR - Facebook Games & Real-time Posts • To strive for innovative marketing, heavy emphasis was placed on electronic public relations strategies (ePR). Not only did this approach widen our campaign’s online exposure, but with Facebook games and constant postings including fun videos in real time, it served to create a more personalized and dynamic experience for users. • 2) Celebrity and KOLs Marketing • We worked with key opinion leaders like famous bloggers and celebrities to promote the campaign. Riding on people’s sentimental ties of the Pokémon anime so as to enhance their affection to the campaign, we invited James Ng (吳業坤), to perform the theme song of the Pokémon anime and Pikachu danced along to the song during the CNY opening ceremony. The performance was broadcasted on Kwangor’s and Mikiki’s Facebook and Instagram generating a total of 514,000 views instantly. • 3) The Power of Peer Influence – Photo Sharing • To extend our online reach, we encouraged shoppers to upload and share the Pokémon-themed dish photos on their own Facebook or Instagram using the hashtag “#mikiki” and “#mikikimall” in return for a pack of Pikachu red packets.

  9. (30%) Max . 2 slides – slide 1 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • The Pika Fever campaign has led to a huge success in attracting the public’s attention and received overwhelming positive feedbacks from all participating shoppers. • Traffic • The campaign successfully drew customers including cross-district traffics to Mikiki • Footfall: +24% y.o.y (our target: +5%) •Car traffic: +5% y.o.y (our target: +5%) • The Pre-event Pikachu Go Car Roving visited 6 locations i.e. CWB, TST, Kowloon Tong, Mongkok, Kwun Tong and San Po Kong between November 6 and 8, and attracted over 3,000 participants • We also received many positive comments by fans on our Facebook page e.g. • Media Publicity • Through traditional media pitching and innovative online penetration by pre-event publicity and teaser videos, we successfully generated a topical hit in different platforms and created an expectation of the upcoming events. • Media Coverage: 223 clippings (Online: 136; Magazine & Newspaper: 87) • Media Value: US$1,711,809 (HK$ 13,283,638) • The Pre-event Pikachu Media Visit including Weekend Weekly, New Monday, Beauty Exchange, Sunday Kiss, Eat & Travel and Sina • Posts on their Facebook 79,917“Likes” / 43,076 “Shares” / 2,500,000 “Video Views”

  10. (30%) Max . 2 slides – slide 2 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • Digital Marketing and Social Media • We leveraged social media to create strong personal interest in the campaign – attracting new fans and generating peer-influencing positive comments about Mikiki. - Facebook - Instagram • New fans: 3,786 (+13.1%) • New followers: 326 (+38%) • Engagement: 31,339 • Engagement: 2,516 • • Video views: 1,680,200 • Facebook Games • During the whole promotion period, we organized 4 giveaway games on our Facebook, giving out tailor-made Pikachu power bank, red packets, pouch, Fai Chun autographed by our officiating guest celebrity and also Pokémon toy plush as prizes. • Participants: 612 • Likes: 1,970 • Sales Turnover • Overall sales revenue was up 6.6% y.o.y (our target: +5%) • F&B revenue: +8.9% y.o.y including 2 F&B outlets offering Pokémon-themed menu • Sales ROI: 37 times (Gain from investment: US$ 6.7 Million / Cost of Investment: US$0.18 Million).

  11. Supporting Visuals Max. 2 slides – slide 1 (optional) The super long queue at on 7 November during GOTCHA! Pikachu Go Car Roving at Kowloon Tong checkpoint, attracting over 600 fans to participate in just 2 hours. Pokémon fans taking photo with our Pikachu Go Car and Pokémon Mascot at Tsim Sha Tsui checkpoint. The altered Chinese New Year decoration attracted many shoppers to revisit and to take photos. A crowd of enthusiastic audience watching the Pika Fever Dance Preview Performance. Participants being very excited while interacting with our Pikachu Mascot.

  12. Supporting Visuals Max. 2 slides – slide 2 (optional) Weekend Weekly (7 Dec 2015) New Monday (23 Jan 2016) Weekend Weekly’s Facebook New Monday’s Facebook Like Share Comment View :27,627 :23,417 :4,013 : 1,300,000 Like Share Comment View :17,875 :15,707 :2,253 : 960,000 Some Positive Comments by Facebook Fans on Mikiki’s Facebook

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