Robosen
A strong beginning of client's entrance to the Japanese market

Background

Robosen is a global innovative robotics developer and manufacturer which introduced the world’s first auto-converting robot. With multiple offices in the USA, the UK, France, China,etc., Robosen has a wide range of fans from all over the world. In Japan market, Robosen also receives optimistic responses from Transformer lovers and collectors. Attending International Tokyo Toy Show for the first time in 2023, Robosen desired to get closer to their fans, introduce new products and build strong relationships with mass media.

Strategy & Execution

As the PR contact of Robosen at the Tokyo Toy Show 2023, we proposed and executed strategic media outreach to invite Japanese media to Robosen’s booth at Tokyo Toy Show. We suggested Robosen hold an in-booth press conference to introduce two new products “BumbleBee Performance” and “Signature Optimus Prime” and explain about the company’s businesses. We created and distributed a pre-event press release, sending invitations to target media that mainly focused on hobby-related, entertainment, and technology media. During the event day, we supported the client with the press conference event management, responding to media, and coordinate multiple interviews.

Outcome

Within over a month of operation, we successfully secured 25 coverages from the pre-event press releases and over 40 coverages after the event. Over 20 journalists from targeted media, namely WBS, MBS, Toy Journal, Gadget News, ASCHII, etc., visited Robosen’s booth during the press conference and reported about the event. Besides the event, several reporters showed interest in renting new products to conduct thoroughout product reviews afterwards.