gvoice31_en

12

Gamania

DEC, 2010 vol.31

Cheer Up Foundation

2010 Fun for

Good Cause

8 860282 269 166

brand.gamania.com/gvoice

Gamania View Gamania's Passage to CRS： Multi-Faceted Caring Platform From fulfilling dreams to continuous exploration, Gamania Cheer Up Foundation's (Foundation) passage to CRS has gradually come into shape over the course of three years: to create a multi-faceted caring platform—Summer School.

Through this interactive platform, the Foundation hopes to not only care for the teenagers but give these teenagers "tasks" to complete so they could grow even more. The task is actually quite sweet. The foundation will provide them with professional service courses and after which they will use what they've learned from the program and creativity to care for children in the far-reached/remote areas. It is a simple but warm-hearted learning experience for both the teenagers and the children.

The foundation has successfully completed its 2nd Summer School initiative this summer.

Compared to last year, their service stretched even further geographically and gained more feedbacks from the teenage volunteers. What issues and ideas did the Cheer Up Foundation come up and propose this year? G!Voice gives you the exclusive feature report!

Editing Department

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● Publisher: Albert Liu ● Editorial Desk: Eric Chen ● Editor-in-chief: Yoyo Dai ● Creative Desk: Kiwi Chang/Betty Wang ● Art Editor: Brandon Huang ● Web Planner: Kenji Lin ● Web Designer: Snow Wang ● Publishing: Gamania Brand Center

Contents Features

04 10 14

CSR—the Trend of Corporate Development in the World When Playful Gamania Meets CSR Exciting Reviews of First Summer School

Special

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Feature Report on Gamania Festival Charity Bazaar

Changeable Gamania, Unchangeable Love for All!

Column

28 30

網路行銷觀察家Mika：

Read! Waste Not on Waiting gamaniabrandcenter：

Lanin for H&M—How did H&M get designer maestro to back it up?

Events

32 34

Gamania Hall of Fame

Winner of “Fiercest Operation Team Award” for September : Maple Story Feature Report from Gama Townhall

Chao-Bin Su, director of Reign of Assassins shared his thoughts on “Writing stories with scientific approach”

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CSR—the Trend of Corporate Development in the World In terms of shouldering social responsibility, corporations have more strengths as well as viable channels than individuals. Corporate responsibility, this once the concerns of big corporations, the domain that only the successful ones are qualified to contribute, has become the major task that all companies and corporations alike are facing after the financial crisis and the change of global status.

Corporate Social Responsibility (CSR) has become merely a trend. The CSR performance determines how the international communities view a company’s corporate development (such as American magazine “Fortune” started to announce top 100 CSR rank of Top 500 corporations since 2004) and it has even become an important indicator for legal entity when choosing their investment targets.

At the meantime, donation and charity events are no longer the only channel for CSR. Some corporations have started to explore how to combine the company’s long term benefit with CSR and make use of resources through creative means. Now, let’s follow G!Voice and take a look at some of the unique and creative CSR campaigns around the world.

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Features CEMEX—Helping the Poor to Build Houses in Mexico

Mexican leading concrete company, CEMEX, initiated a project, “ Patrimonio Hoy ” (Currently renamed to Patrinoio).

The project set out to help the most poor building their own houses. In Mexico, the poor will build bathroom, kitchen or bedroom whenever and however they can. However, they usually do not know what materials are required and they couldn’t afford to buy all the materials at once.

For example, they may buy some concrete and leave it on the street in front of the house and wait till they could afford to buy the rest of the materials. But this often cause significant material lost or wastage. To address this problem, CEMEX initiated a project that can save money and resource for the poor and it only requires three women a group to begin.

They save up enough money to buy a bathroom or kitchen within 76 weeks. Before they start the saving plan, they already know what kind of room they want, including the appearance, size and the materials. CEMEX will preserve this plan and wait till the customer is ready in all aspects. Since the launch of this project, CEMEX has benefited more than 300,000 households.

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UPS (U.S)— Avoid Left Turns

If you observe the driving route of UPS transport trucks, you will notice that they hardly ever do left turns. This is because you often need to wait for the traffic light to signal left turns which usually takes longer than right turns and is gas consuming. UPS developed a software called, “ Package Flow ” that sets out the most gas saving routes for each UPS truck and minimizes left turns. Through this application, each UPS truck saves up to 28,500,000 miles in driving distance, 3 million gallons of gas and reduces 31,000 tons of CO2 emission.

Go Forth Levis (U.S)— Promoting Equal Work Rights In Levi ’ s commercial, “ Ready to Work ” , the main character wears a baseball hat, long sleeved shirt and a rugged vest, standing below a dark cloud and looking towards the far end. This leading actor is not some famous celebrity, he ’s actually a 29 year old farm worker from Pennsylvania. As a reflection of Levi’s idea “Go Forth”, this series shows the optimistic and positive side of American blue collar workers who love their families though living in poverty. This also represents Levis ’ imaginative way of taking social responsibility.

Blue collar workers represent the American

pioneerism which is the rudimentary feature of Levi ’ s clothing. For Levi ’ s, “ Go Forth ” stands more than just a campaign idea but also the strategy Levi ’ s adopts in terms of social responsibility. In recent two years, Levi ’ s has donated more than USD 11 million to community centers in the cities, helped finance farming facilities and provided job opportunities for the workers. The slogan that caught on its idea of social responsibility is “ Everybody ’ s work is equally important.”

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Features SC Johnson (U.S)—Poverty, Flowers Come for Rescue

American household hygiene product manufacturer, SC Johnson recently strengthened its partnership with Rwandan famers on the purchase of Pyrethrum.

SC Johnson has continuously purchased pyrethrum, which is a kind of bug defense chrysanthemum for over 40 years. The materials extracted from chrysanthemum can be applied extensively to malaria prevention.

East Africa is the major producer of pyrethrum in the world, taking up to 70% of trading volume worldwide. Growing pyrethrum is also the means of living for many local farmers there. In 2009, 90% of Rwandan farmers rely on pyrethrum plants to make a living. This industry occupies at least 40% of Rwanda's GDP. SC Johnson is the biggest pyrethrum buyer in the world, with annual sales exceeding USD 8 billion.

Through the collaboration with East African farmers, the company helps the farmers to introduce planning technology which helps develop the plants and the product. In addition, the company also initiated planting skill education for women and finance children to go to school.

UK—Million Bus Tickets for Free

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Four bus companies in England, Arriva, First Group, National Express and Stagecoach recently announced a CSR initiative “ Green Journey ” . These four companies will shorten the travel distance by 1 billion miles consequently reducing 2 billion tons of carbon dioxide emission. To achieve this goal, they decided to give away 1 million free bus tickets.

It is very easy to get in the campaign. Everyone only needs to go online and look for a route of any means of public transportation that matches with your driving route and makes an effort to take public transportation for a whole month. Then you’ll have a chance to win free tickets.

The campaign organizer said that this would help cut the loss of 11 billion pounds (direct or indirect economic lost) resulted from traffic jams in Britain. Public transit campaign of this large scale helps cultivating public consumption habit and will help promote the business.

The official website for Green Journey：http://www.greenerjourneys.com/

UK Telecom— Children's Life Coach UK telecom recently launched a free online education program called “ Life Coach ” . It aims to encourage parents to educate children from 6-11 years old through means of games. Parents could cultivate children’s’ leading skills through this popular online game.

Life coach program include 12 agile games such as mini hockey, tennis etc. During the process, the children are encouraged to challenge themselves and learn how to communicate. UK telecom wishes to implement it as part of civil education for UK citizens in 2012.

SUNTORY (Japan)—Coexist with Water Well known Japanese beer brand, SUNTORY knows their most vital ingredient to make wine, beverage or food is water. To fulfill their corporate ideal “To share with the society; humans and nature coexist peacefully”, Suntory came up with a corporate slogan “Coexist with Water” in 2004 which shows their determination to protect and preserve precious water resource on earth. They themselves want to become the water for the society that coexists with the society through contribution and social outreach programs.

They want to be like water, maintaining a flexible thinking and mindset and continue to challenge new issues. SUNTORY launched a series of campaign to realize their concept, including asking all the factories to preserve 1/2 green field, claiming responsibility for water resource land, running a national campaign on forest preservation and sustainability etc.

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Features

Feature Interview on Gamania Cheer Up Foundation, Ahbin

When Playful Gamania Meets CSR

The establishment of Gamania Cheer Up Foundation (the Foundation) is one of Gamania’s outreach program that stems from the idea of Corporate Social Responsibility (CSR). Gamania hopes that through the Foundation, the resources could be centralized to use on teenagers, helping them to realize their dreams and providing positive energy to the society. However, one may wonder, CSR is normally a serious issue. What kind of spark would it ignite when it meets with the playful Gamania? G!Voice had a special interview with the executive officer of the Foundation, Ahbin Chen and had him to tell us how the Foundation carry out CSR with creativity.

When asked about the inception of the Foundation. Ahbin still remembered it vividly. He said, “Observing Gamania’s culture, you’ll see that ‘gung-ho’ is running in our genes. For example, we host charity events to help stray dogs, rally staff to do donate for the public good etc. All of which reflect Gamanians’ enthusiasm in social participation. In addition, Albert, CEO of Gamania thinks that Gamania’s existence relies on the support from the society. He hopes that through the establishment of the Foundation, we could centralize the resources to fulfill Gamania’s corporate social responsibility. ”

Do What you Do Best

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Under this idea, Gamania Cheer Up Foundation was officially founded on January 4 2008. So what are their objects and purpose? Ahbin said, “ Be it CSR or the Foundation, the most important thing is to find what you do best. Our customers, particularly teenage group have the most interaction with us. Compared with other companies, we understand them better and therefore we are all the more responsibility to care for this group of people, leading them to march towards their dreams. The Foundation has been focused on these teenagers right from the beginning.”

Through the Foundation ’ s first, “ Plan a Dream Project ” , teenagers could tell the Foundation what their dreams are. “ North Pole Challenge ” is another project led by CEO, Albert, Tommy Chen and Kevin Lin. It’s an example set to show the teenagers that you should dare to pursue dreams despite all dif ficulties. The Foundation rallied on

the internet for last year and this year ’ s Summer School project, encouraging teenagers to use their creativity and engage in social services with a fun and learning attitude.

When asked about the future goal and expectation of the Foundation, Ahbin said, “ Albert once said during the strategic meeting that in the future the object and area that the Foundation ser ves does not have to limit in Taiwan. However, the Foundation is still at a young stage, there are still a lot to learn and accumulate. The most important goal for the current stage is to execute each campaign and task thoroughly and satisfactorily. Through the accumulation of energy and experience, we hope to become a successful Foundation in Taiwan that could do a lot more. Then the next stage, Gamania will set its footprint in Asia, even the world so that more people could be served and cared.”

Gamania Cheer Up Foundation's Model for Public Welfare

Social Needs Corporate Partner for Public Welfare Corporate Donation

Provide Resource

Feedback

Cultivate Teenagers and Get Inspired Build Up the Ability to Realize Dreams

Teenagers

Teenagers Initiated Issues of Public Welfare

Gamania Foundation

Feedback

Platform for Public Welfare

Social Needs

Stray animals Children in remote areas Disaster-struck victims Disadvantaged families

Foundation ProďŹ le Title: Gamania Cheer Up Foundation Date of Establishment: January 4th 2008 Campaign Slogan: "Dare to dream and be the best you can be."

Website: http://gamaniacheerup.org/ Facebook:http://facebook.com/gamaniacheerup Chairperson: Albert Liu CEO: rin Chen Endorsed by: Tommy Chen

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Features

Dare to Dream The Establishment of Gamania Cheer Up Foundation

Jan 4 2008 Gamania Cheer Up Foundation was officially founded on January 4th 2008. Campaigning “Dare to dream and be the best you can be” as the slogan, the Foundation announced the first invitation and public campaign, “Plan a Dream Project”, hoping to encourage young people to propose their dreams.

Gamania's Alte Path to CSR Be different—the path to CSR can be interesting and passionate!

Invitation for Proposals Plant a Dream Project

Feb 1st – July 14th 2008 After 4 months of calling for “Dream” proposals, Gamania selected four winners from four categories, Creativity, Adventure, Public Participation and Talent/Specialty. The Foundation donated 1 million fund to help these winners pursue their dreams and really communicated with the teenagers through this project.

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Play for the Good Cause

ernative

The Founding of Summer School

July 16th 2009

First Summer School Kickoff The Foundation started to host Summer School since the summer of 2009. To inspire teenagers to dream, this project gives services to school children in the remote areas. Through the twoway care for both the teenagers and the school children, the project hopes to double the services and contribution to the society.

Gung Ho Rally

July 11th 2010

North Pole Challenge

Second Summer School Reaches the North, East and South

April 2 2008 nd

To rally more teenagers to pursue their dreams and dare to challenge, Albert, the chairman of the Foundation decided to participate in the project himself. Coleading with Kevin Lin and Tommy Chen, the three of them organized a Gamania Dream Team, marching towards the North Pole. At the meantime, the Foundation asked director Li-Chou Yang to film the journey as a documentary, bringing this challenge onto the big screen. The revenue gained from the film was donated to 23 disadvantage families.

The 2 nd Summer School extended its scope of service. The “play for the public good� concept has expanded to include WanLi village in Taipei, FongShan village in Hualien and TaoYuan village in Kaohsiung. Summer School sets the goal to become the base of public welfare for teenagers and continues to increase its presence in various outreach programs.

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Features Picture of Albert, Chairman of Gamania Cheer Up Foundation, Claire Kuo, class leader and other teachers.

2009

Summer School

Exciting Reviews of First Summer School

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Summer School is a mutual campaign initiated for public good. Gamania Cheer Up Foundation (the Foundation) rallied and trained a group of enthusiastic university volunteers and have them conduct educational services to school children in remote regions. But how exactly was the campaign put to practice? Please read on G!Voice’s feature report!

The course also included 5-day of Snow Mountain climbing program. Each volunteer had to carry nearly 17kg of equipment and develope team spirit in these 5 days.

In addition to climbing Snow Mountain, volunteers also took part in river tracing.

Outward Bound Taiwan was in charge of the training program of Summer School. Many “trust-buidling”activities were carried out in Aspire Park in Taoyuan.

Last summer, the Foundation held the first Summer School. To promote this meaningful campaign, the Foundation rallied 40 university volunteers. After they had accomplished various training sessions, these passionate, devoted young volunteers were sent to Wan-Li of Taipei County to help spread the seeds of dreams.

Joint Efforts from Different Star-Studded Professional Fields, Drawing Attention Course from the Media To properly educate these young people, during the first Summer School, the Foundation collaborated with Outward Bound Taiwan and introduced a series of training courses which include: guided teaching, dynamic course and potential development. In addition, the Foundation invited female singer, Claire Kuo to serve as the class leader of Summer School. The Foundation hopes that through these courses, the kids would learn how to “ express themselves ” effectively. On the subject of PE related course, star basketball players from Dacin Tigers such as Lei-Tien, Chih-Chun Wang and TzuWei Cheng all joined the project to teach PE class and teach these kids how to play basketball and learn team spirit.

The Foundation hopes that through Summer School, young people may take part in social service activities and trainings to help them build up confidence and resolution to pursue dreams. In return, they extended their services to help others and feedback to the society with their positive, optimistic and devoted attitude and enthusiasm.

It is precisely because of this spirit and concept, Summer School received recognition and support from people of different fields as well as positive coverage and encouragement from the media.

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GAMANIA

Features

Second Summer School Feature Report Gamania Cheer Up Foundation Invited Teenagers to—Play for the Good Cause

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Gamania Cheer Up Foundation (The Foundation) cares for the young people and wishes to cultivate through the Summer School. These young people may acquire ability to face problems and increase their enthusiasm to participate in public affairs and social service through the volunteer training sessions. This year Summer School set its campaign on the theme, “Play for the Good Cause”, hoping this would bring in new concept and new values. How exactly is it different from last year’s campaign? G!Voice tells you all.

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10 Summer School

The Foundation encourages young people to “ dare to dream and be yourself ” . It started the first Summer School in 2009, hoping to engage teenagers in social services through inspiring learning activities. This year, the 2nd Summer School shaped it into the concept to “Play for the Good Cause ” and extended the service scope

to three venues in the North, East and South respectively. The people who received this service are school children in the remote areas and typhoon-traumatized areas. The Foundation hopes to continuously increase the momentum to serve the society and make Summer School a platform for public welfare.

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Features Service Courses Designed by Volunteers “ The training session for the first Summer School

lasted 8 days, but this year it was extended to 12 days. Actually it was 10 days with 2 days reserved for volunteers to develop their service plans. “, said the campaign executive officer, Tao Huang Chen.

The first stage of Summer School centered around OBT course, it was designed for these colleague students to re-learn themselves, understand themselves, meet their new partners and become a team. During the course of this 10-day training, the volunteers have to turn in their cell phones, wallets and other recreational devices on the first day at the registration.

Computers,

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internet access and TV were restricted so the participants may have a chance to have conversations with themselves as well as with each other. Without the technological disturbances, they got to spent more time interact with each other and built up team spirit.

The volunteers needed to design the ser vice courses, so the first 6 days of the training mainly focused on self-exploration, introspection and team building through various activities such as river tracing, mountain climbing etc. Theoretical courses were offered in the following 4 days to help the volunteers design their service plans. In addition, the Foundation arranged for Tommy Chen, Teacher Wei Wei, social workers from Taipei County and executive officer of the Foundation, Ahbin Cheng to give lectures to assist the volunteers in expanding their ideas.

Three Venues in the North, East and South to Spread the Service Energy As for the 2nd stage of volunteer service, Summer School organized three volunteer teams and expanded the service venues into three areas: the North, East and South. The North team continued to pour in resource for the children in Wan-Li village. They hope to see the service really pays off after the first campaign that took place last year.

Fong-San elementary school of Fong-San village in Hualien was picked as the venue in the East because the Foundation hopes to reach the tribes in the remote areas. Tao-Yuan village in Kaohsiung County was picked as the venue in the South because it was the typhoon-impacted area from last year. Although labeled as a traumatized area,

Tao-Yuan village was not as severe as Shiao-Lin village because there was no casualty, therefore it was more apt for these college volunteers.

North Wan-li Village Taipei

East Fong-san Village Hualien

South Tao-Yuan Village Kaohsiung

Team activity to bond with the kids.

The smiles on these children from Tao-Yuan village were the biggest satisfaction and reward for these volunteers.

Tao-Yuan Village in Kaohsiung, Taiwan

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Features

See the Hope and Passion of Young People The training course was as joint collaboration of the Foundation and OBT. The volunteers who took the course have gradually shown their mature attitude toward things. Tao Huang Chen said that when he saw these volunteers taking the children to take the metro in Kaohsiung and the interaction between them, he couldn’t help but surfaced a smile of admiration. “I think that’s precisely the hope and passion that the passengers saw in these young college men. ” When asked about why Summer School chose to service school children in the remote areas, Chen said, “The problem lies in the education system in Taiwan.

The kids in the city still go to cram schools or private tutors during vacation time, but these kids from rural areas do not have this kind of resource and therefore their learning process is interrupted. I don’t wish to see the gap between the city and the county widen because of the long vacations.”

When Chen saw that the school children hanging on to these volunteers and asking them with eyes full of yearning about when they are coming back. Chen said, “That was a really touching moment.”

Play for the Good Cause is a New Attitude What is the concept of this year’s Summer School? Ahbin, the Executive Officer of the Foundation thinks that in addition to encouraging positive thinking, the core concept is “Play for the Good Cause.”

“Every generation has different values and attitudes. People from the past may want to work hard all their lives, they don’ t know or understand the concept of ‘ LOHAS ’ ; but for modern people, ‘ LOHAS ’ has become a lifestyle. The Foundation thinks that it should change people ’ s perception about public welfare and makes it meaningful, cool and fun, thus draw in more people to join. ” He also said that small things such, yielding seats, picking up litters etc are also part of active social involvement. The concept of “Make a Fuss about Doing Public Good” encourages young people to do good deeds in creative ways. No matter how small the thing is, the positive energy will influence the society and make it a better place.

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Become a Public Welfare Base for Teenagers When asked about the meaning of these young teenagers and the future outlook for the Foundation, Ahbin said, “ For the Foundation, these teenagers are not only of our concern but a force of young power. They possess the most creativity and passion in our society. We hope that through activities held in the Summer School, they could learn and become a longterm young troop for the public good and make Summer School the base of public welfare.”

Gamania Cheer Up Foundation also created a Facebook fan page so that everyone can post any creative ideas for “Play for the Good Cause” anytime.

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Features Here're what they said about “Play for the Good Cause”

Executive Secretary, Anna Huang For the average people, doing public good means to donate money or yield your seats to the elders etc but for us, doing good can be a lot of fun if you have unlimited creativity. Having fun makes doing for the right cause even more meaningful.

Director of Taipei County Social Affairs Bureau, Li-Chun Lee The theme, “ Play for the Good Cause ” of Summer School channels the passion of the teenagers into helping others. This is truly a cool campaign. Through the process of engagement, the teenagers build up their self values, learn how to interact in a group and give back to the society. In the future, we hope that these young seeds will pass on the energy to their friends and other people so that they not only fulfill their own dreams but help propel others.

Campaign Executive Officer, Tao Huang Chen “ From make doing for the good cause to playing for the good

cause, we gave these young fellows a creativity outlet and let them grow in the process of servicing others while making Taiwan a better place. I can ’ t tell you enough how much I like this idea and initiative. I, myself grew a lot through the execution of these campaign activities. I hope that in the future we can continue to ‘play for the good together’.”

Spokesperson of Summer School, Tommy Chen Spokesperson of Summer School, Tommy Chen“ I never occurred to me that working on public welfare could be this fun! This is also a new attitude, I believe if we could get everyone to get involved and do good deeds, it’ll be even more interesting!”

Spokesperson of Summer School, Volunteer Lu “The reason for participating in this

campaign was because the courses were ver y appealing. However after I did the actual service, I was greatly impacted during the process and had quite a bit of touching moments.”

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Have you Volunteer To spread the idea of “the Base of Public Welfare” and the public better understand the purpose and result of yet? themake volunteer training program, the Foundation hosted a forum in Taipei. Centered on the topic of “Have you Volunteer yet, college student?”, the forum set out as an outlet for some volunteers to share their thoughts and experiences on “why they’d give up an easy, carefree summer vacation and participate in the service activity held by the Foundation”.

Volunteer Chen “Growing up in Taiwan, I've always noticed there're a lot of minority groups around me that need extra attention and care. The reason for me to join the Summer School was because I wanted to realize what I've learned in the past through this program and contribute what and how I can.”

Volunteer Lee

Volunteer Tsai “The most valuable thing I've learned from this program was the learning of ‘attitude’. I'm really grateful that these kids gave us an opportunity to serve because during the process of servicing, we really gained a learned a lot.”

“I think that to participate in this campaign can be seen as a self-challenge.

I hope that meaningful activity such as this one could serve as a pre-job training and enables me to face anything with confidence and determination in the future.”

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GAMANIA

Features ummer School 2010 S

Exhibition The Summer School exhibition took place in Spot Taipei Film House for a week (Sep 9-Sep16, 2010). The exhibition faithfully captured the services provided by three teams of volunteers in Wan-Li, Hua-Lien and Kaohsiung. The exhibition included creative course designed by the volunteers, documentaries full of laughter and tears and the fun and humorous drawings from these children. For those of you who missed the show, you’re in luck. G!Voice is here to show you some of the significant moments and let you feel how Cheer Up Foundation make “play” a powerful force to make the world a better place.

Creative Course Played Out by the Volunteers The presentation wall was designed to shape like High Speed Rail which included courses and activities that took place in the North, East and South. You can see the content of the course, pictures of the kids and documentaries on this wall.

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Creative Works by the Children Opposite of the presentation wall was another wall filled with paintings hand drawn by these kids. From these paintings you can see that these children are full of surprises and creativity. Gamania believe that through continuous care and inspiration, we could bring the fun of learning and visions of the future to these kids.

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GAMANIA

Special

Feature Report on Gamania Festival Charity Bazaar

Changeable Gamania, Unchangeable Love for All! The Gamanians are known for big hearts, especially on the issue of stray dogs. Every year, Gamanians would do something about it and this year is no exception. Gamania welfare committee held a Charity Bazaar at gama club on the 17th floor of the headquarter on Gamania Festival. Now. Now G-Voice will show you what the Bazaar was all about!

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Every toy figurine, each box of hand made cake, and the delicate silverware personally made by the CEO of PlayCoo, Joyce were the most eye catching products in the charity bazaar. The charity bazaar of “Changeable Gamania, Unchangeable Love for All!” was hosted by the Gamania welfare committee and www.doghome.org.tw on Gamania Festival (Nov. 11th 2010).

All the earnings would be donated to www.doghome.org.tw.

Parts of the personally donated items were directly auctioned by the welfare committee. There were also booths for Customer Service Taiwan, Gameastor Digital Entertainment Co., Ltd., Seedo, and GTW. The total earnings were donated to the www.doghome. org.tw.

The welfare committee expressed that the reason they chose to hold the charity bazaar at Gamania Festival was to let people feel the joy and respect of the birth of life on the birthday of Gamania.

Therefore they collaborated with www.doghome.org.tw for the charity bazaar so that the Gamanians ’ good may shine on different corners.

The charity bazaar was held indoor which is different from last year.

The event was open to all Gamanians therefore the duration was prolonged to cover all afternoon so that the Gamanian have more time to make their picks and do treasury hunting.

Delicate silverware personally made by the CEO of PlayCoo, Joyce.

Egg roll, Silverware were Hit Items; PlayCoo Won the First Place G!Voice also found many interesting pieces at the bazaar, from 3C products, games, figures, clothing, to bags. The wide variety of things showed the creativity and love these Gamanians have.

Finally, the “Cool Heart” by PlayCoo members made an “egg roll mountain” along with COO, Joyce’s hand-made silverware both had an impressive selling record and wonthe first place among at the charity bazaar.

The chair of welfare committee A-Hung (Kao, Chia-Hung) said, “We appreciated Gamanians taken up the time to participate in this charity bazaar. We feel everyone’s support for the charity bazaar. In addition to the creativity, persistence, and passions of Gamanians, we also see the support of Gamanians for the world.”

Gamania angels sang the happy birthday song In addition to the charity bazaar by the welfare committee, the Little Gama Angel Choir sang the happy birthday song for Gamania and sent the blessing to every Gamanian at the scene.

Hand-made egg rolls were the top selling item in the charity bazaar.

The figures were one of the must have in the charity bazaar.

The chair of welfare committee, Kao, ChiaHung.

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Column

Read! Waste Not on Waiting About Writer

Mika

Internet marketing observer in Taiwan Mika has been working in the field of marketing for more than 10 years, managing from brand strategy, product concept to market launch. He cares about the traditional marketing models and also pays attentions to the changes of Web 2.0, Social Media, and etc…

Blog:http://jabamay.blogspot.com/

Bank Run: http://adsoftheworld.com/media/ambient/ a_book_enjoy_the_wait?size=_original

If you ever pay attention to your daily routine, you’ll realize that you spend quite a bit of time waiting: waiting to be served in the bank, wait to be escorted in the restaurant, wait for the metro, wait for the webpage to load, wait in line to shop at Uniqlo etc. Some of these waiting events take around 3-5 minutes, some take as long as half an hour.

For those who can’t stand waiting, they might take out their cell phones, playing some games, return some emails or check on friends’ updates on Facebook. Wouldn’t it be great if you could use this trivial time to do something? A Book, a company inspired by the concept of “why not encouraging people to read more?” decided to make a full use of the waiting time and make you enjoy the wait.

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[Waiting at the Bank] Almost everyone who comes to the bank for certain purpose, no one stays at the bank just to hang out.

Unless you’re some VIP client, you’ll have to draw a number and wait in line. Everyone ’ s

assigned with a number printed on a piece of square paper. Originally a disposable piece of paper now turns into the best communication medium in the eyes of A Book.

A Book collaborated with the bank to firstly turn the number ticket

into am elongated square and then print the summary of newly released book on the back. Now the wait is no longer boring, you can actually use the time to read a small piece of story.

[Waiting for the Meal]

Restaurants alike often lay a piece of meal paper on their food trays or tables. A Book printed the content of the newly released book on it so the customers can read at leisure while waiting to be served. If the content is interesting, it may even become the chatting topics on the table.

[Waiting for the Webpage] Internet surfers dread of the webpage that takes forever to load.

To solve that “dry wait period”, A Book provided a little widget that looks just like a bookshelf where users may download and randomly take out a book from the virtual shelf and read a piece of story while waiting.

[Waiting for Metro]

What do you usually do when you take the metro on your own?

If you feel bored, check out the advertisement printed on the train that reads, “ Text to 4986 and receive a little story provided

by A Book. Read your way to the destination.” A book have many ads like that scattered around places that may require waiting.

[Waiting at the Queue] When you think of it, there ’ re actually a lot of occasions where one needs to wait in line. Recently, stickers were pasted on the roads near department store area of XinYi district in Taipei. These are not warning signs that remind people not to trip due to wet floor but queuing numbers for people who

wish to shop. A Book saw another opportunity and pasted little stories along side the signs so these people who wait in line could read while waiting. But one’ s gotta wonder whether to read the story from the back to the front or from the front to the back?

A Book launched a series of campaigns titled “ Enjoy the Wait”, serving people with reading materials while waiting in various occasions. It is truly an exceptional example of media innovation. An advertisement that does not seem like an advertisement delivers right in front of you when you’re most available. A great link between trivial leisure time and reading.

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GAMANIA

Column

Lanin for H&M

How did H&M get designer maestro to back it up? gamaniabrandcenter Design Observation A blog jointly written by the members of Gamania brand center where you can find the opinions and observations on brands, marketing, and designs from designers, executives, musicians, exhibiter, creators and even aliens. G!Voice reposted the diverse and copious content to the magazine so that Gamanians can communicate and exchange thoughts with them via internet.

Website: gamaniabrandcenter.blogspot.com

H&M finally showed its hand and announced Albert Elbaz, chief designer of Lanvin would design a line for H&M this year.

Since H&M released the news that it will be collaborating with French haut-couture brand, Lanvin in November 2010, all of my friends have been constantly updating H&M’s latest move and penning own their Wish Lists. The formula “H&M X Top Fashion Brand” seems to work the charm every year!

I had to give it to H&M. It is truly a remarkable whiz on brand marketing. Since the groundbreaking collaboration with fashion maestro Karl Lagerfeld (chief designer for Chanel) in 2004, H&M seemed to have found the mighty formula of blending prêt-aporter with high fashion. Not only did it attract free advertisement from global fashion media, but its limited edition items were the apple of contention resulted from fans

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frenzy!

Initially everyone thought it to be chance collaboration, a fluke, who would ’ ve thought this could actually become the annual scheme? In 2005, H&M collaborated with chief designer of Chloé, Stella McCartney; in 2006 with Dutch designer duo Viktor & Rolf; in 2007 with Roberto Cavalli; in 2008 with Comme des Garçons and in 2009, H&M packed Matthew Williamson, Jimmy Choo and Sonia

Rykiel. It seems that every year when H&M shows its hand, it’s like royal flush that sweeps off the entire fashion table.

Curiously, why and how can H&M always find these maestros to back its brand up? Because the collaboration between two brands either goes win-win or one has to suffer from setback.

In this series of maestro-endorsed proposals, H&M has without a doubt become the winner.

圖片來源：http://www.5lux.com.cn/blog

Every time when H&M launches a line with designer maestros, you will see the queues that stretch to the corner.

In addition to increasing selfvalue, H&M also successfully attracted attention from media and consumers. But what about those top-tier fashion brands? What did you gain from all of this?

The answer is “ massive free advertisement ” and “ brand invigoration”.

How so? Take Karl Lagerfeld for example, most of his designed items are out of average consumers’ reach due to affordability. However, the financial crisis that took place a while ago had huge impact on haut couture business causing their sales to cut in half. To whet shoppers’ appetite, these luxurious brands

A series of collaboration with fashion maestros allures consumers to anticipate for more each year.

have to “ seduce ” consumers to revitalize the brand. The price tags of these brands go hand in hand with their images. Therefore once the price drops, it can ’ t be deemed “ luxury ” . From a different perspective, H&M wants to deliver the fashion spirit to the mass public. And for those who love high-end couture, even it means lining up overnight, having a fight, it doesn’t matter because at the end of the day, it’s worth it.

H&M has nearly 2,000 physical stores in 37 countries. Working with top designers would mean having 2,000 outdoor advertisements for those designers. Because these items are limited and not everyone

could have it, it also stimulates the consumers who miss out to buy from the actual brand.

After 7 years ’ of applying this formula, H&M naturally acquire a legion of faithful pilgrims. And these people are asking, who would H&M work with this year?

That’s why before H&M revealed its collaboration with Lanvin, they posted 6 mysterious short films on their website to create the suspense. Until finally Albert Elbaz, chief designer of Lanvin actually appeared in front of the camera, the fans couldn’t wait but rush straight to H&M on shopping spree.

H&M, gotta give it to you!

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GAMANIA

Events

Feature Report from

Gama Townhall

Chao-Bin Su, director of Reign of Assassins shared his thoughts on “Writing stories with scientific approach” Gama Townhall is quarterly meeting where every Gamanian get together to listen to important announcements from the group as well as a place for exchange of ideas. Chao-Bin Su, director of Reign of Assassins, who previously collaborated with Gamania showed up at Gama Townhall to give an exciting speech on how he transformed from an engineer working at HsinChu Science Part to a film director.

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Su firstly appreciated Gamanians to turned his work into an online game. He thought this was an rare opportunity and attempt and that games and movies are actually quite similar in that--they provide dreams for the players.

Su said that after he graduated from graduate school, he initially worked as an IT engineer. After a year of monotonous routine, one day he asked himself: was this to the best of his ability? Is he the most brilliant engineer in the Science Park?

Both answers were negative. These two questions made him realize that he should be wasting more time so he decided to leave Hsin-Chu and started his new chapter in Taipei.

It was around then, he started to experience some amazing encounters. For example, the MTV channel in Taiwan originally advertised for a webpage engineer. However, the employer was so impressed with his creative resume that they gave him a case proposal to work on. Since then, for three years he participated many creative gigs at MTV, created many impressive and exceptional works, and even

a couple of awarded commercials. However, soon he got bored again and craved for new challenges. One of which was to shoot a film.

Su thinks that everything is possible so he doesn’t limit or confine his ability and this has in turn turned into the greatest motive for him to break through each obstacle in life. Lastly, Su shared his creative insights on the presentation of Gong Fu genre particularly in Reign of Assassins. “There are two major themes in most Gong Fu/Swordsman movies, ‘fighting for the title of the reign’ or ‘ultimate blood revenge’. However, no one cares about how these swordsmen make a living, or what they normal days are like.

I tried to add that into this film and made it different. ” To infuse “reversed creativity” or “unattempted creativity” into Reign of Assassins and made it a unique piece. Su also suggested, “If Gamanians can also create and imagine things without any boarders or boundaries, they could definitely create something very unique and different.”

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