Preface:

Bandai of Taiwan was searching for a model to act as a ¡§goodwill ambassador¡¨ for the year-round PR events and to accompany the island-wide Gundam Action Model Building Workshop tour. We had two goals for this event; one was to select the most photogenic model as the ambassador and two, to build up momentum to launch and promote the workshop. The final round of the model search was staged at Sogo Department Store's Zhongxiao branch.

Challenge:

• The preliminary round of the Bandai Goodwill Ambassador contest was organized and executed by Kadokawa Books and the finalists were not named until two days prior to the event date. As a result, there was a limited amount of time for contacting and booking the finalists for attendance while arranging for the rehearsal and organizing the preparation.
• As the event was held outdoor, we must have a total grasp on the media, the crowd, the shop-goers, and the entire program procession.
• The weather forecast was not favorable for that day (drizzling throughout the day); this presented another factor of uncertainty and risk which may affect the media and public attendance rate to the event.
  

Client Expectations:

• Strengthen Bandai's public image
• Raise product sales
• Maintain a good relationship to the product demographics through the Goodwill Ambassador contest
• Effective and targeted media exposure
• Media expectations
  • Inviting broadcasted news media
  • Reporting by newspaper and other print media
• Event expectations
  • Attracting a large crowd for the Miss Gundam finalist selection activities
  • Effectively publicizing other campaigns such as Gundam Assembling Class, Tomoe Ohgoshi autograph opportunities, ¡§Vote for Your Favorite Gundam¡¨, etc.

Service Details:

• Media invitations (both print and broadcast)
• Stage and A/V design and production
• Opening performance by a team of cheerleaders
• Organizing Gundam Beauty Search rehearsal
• Skills showcase and performance
• Interview
• Gundam costume makeover
• Judge panel invitations
• Production of event related materials

Event Results:

The event opened with a team of cheerleaders performing high energy dance routines, which set the tone for the rest of the day. Five finalists for the Goodwill Ambassador title were selected following a spirited preliminary round, and they would be competing before the crowd through a series of activities such as talent shows and displaying the ¡§Gundam spirit¡¨ while dressed in a Gundum pilot costume. On location were two human-sized (1.80 meters tall) Gundam models from Japan and a number of Gundam models provided by enthusiasts to add to the whole Gundam experience. More Gundamn-themed displays were set up on the 10th floor of Sogo around the toy department. Overall, it was an action-packed weekend in the hot summer days of Taipei for the Gundam fans and enthusiasts, and a perfect day out for introducing the younger kids to building models.

ƒÞ Media attendance rate

A total of thirty media reporters joined this event and the crowd on hand met the overall expectation.

ƒÞ Stimulated programming

• Gundam Seed anime and theme music presentations
• Cheerleaders performing to attract the crowd
• Bandai representative speaking to the crowd about the event
• Contest finalists performing talent and costume shows to highlight the day
• Involving the crowd in voting for the finalist

ƒÞ Good media coverage with more than twelve reporting

• Broadcast news: Era News, UBN News, Hakka News
• Daily: UDN, Apple News Daily, Taiwan Daily
• Periodical: Dengeki Hobby, e.Generation Weekly, Frontier Magazine, MEN'S Style
• Online media: Gamebase