ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

Arts & Culture

Civic Engagement

Disability Awareness

Diversity, Equity & Inclusion

Gender Equality

Education & Community

Financial Literacy

Public Safety

Youth & Family

Environment

Conservation & Preservation

Sustainability & Renewable Energy

Social & Racial Justice

Animal Rights & Welfare

Humanitarian Aid & Developing Nations

Social Justice & Human Rights

Racial Justice

Veteran & Service Support

Health & Wellness

Fitness & Nutrition

Mental Health

Public Health

Reproductive Health

Grassroots

Grassroots Efforts

Self-Defined (Social Campaigns)

Self-Defined

Social Presence

Single-Platform

Clubhouse

Discord

Facebook

Instagram

LinkedIn

Pinterest

Reddit

Snapchat

TikTok

Triller

Tumblr

Twitch

Twitter

YouTube

Multi-Platform

Multi-Platform

Emerging Platform

Emerging Platform

Social Hit

Single Post or Activation (viral)

Clapback

Social Engagement

Community Management

Community Management

Engagement Tools

Access & Rewards

Call to Action

Chatbots

Contests

Gamification

Polls & Surveys

Integrated Experiences

Fundraising

Live Events

Shopping

Television

Real Time Response

Real Time Response

User Generated Content

User Generated Content

Self-Defined (Social Engagement)

Self-Defined

Social Partnerships

Brand Partnership

Celebrity Partnership

Entertainment Partnership

Influencer Partnership

Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

Illustration

Partnership Management

Photography

Production

Project Management

Public Relations

Research

Sales

Strategy

Talent Management

Self-Defined

Team

Account Team

Analytics Team

Client Team

Communications Team

Community Team

Content Team

Creative Team

Culture Team

Design Team

Legal Team

Marketing Team

Partnership Team

PR Team

Production Team

Research Team

Sales Team

Social Media Team

Strategy Team

Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

From the 12th Annual Shorty Awards

#STAYWARM WITH HEATTECH: THERMIE ACTIVATION

Winner in Fashion

Entered in Creative use of Technology

About this entry

UNIQLO is a leading fashion retailer, with over 1200 stores globally and 20 Australian locations. A distinctly Japanese brand, UNIQLO delivers easy-going apparel that serves a larger purpose: improving your life with thoughtful, functional details. Innovation is at the heart of UNIQLO - as president and CEO Tadashi Yanai states “We’re not a fashion company. We’re a technology company.”

HEATTECH is UNIQLO’s thin and comfortable thermal range. Micro-acrylic traps and retains heat, while special fibres in the material absorb moisture from the body to convert into warmth. HEATTECH are thermals for everyday use for all lifestyles, but UNIQLO’s challenge in Australia is to make HEATTECH relevant. Traditionally, thermals are only worn in extremely cold weather or for outdoor activity - they’re rarely considered for wearing under everyday clothes, so a key part of the local strategy is driving trial.

UNIQLO’s purpose-driven clothing is versatile enough for all demographics, meaning their target market is wide and diverse. So the audience for this campaign were people affected by Sydney’s winter weather - cold commuters. The aim was to ‘improve their lives’, as per the brand’s ethos.

1000heads were asked to leverage UNIQLO’s brand exposure to drive HEATTECH product consideration for the 2019 Australian winter. We needed to position UNIQLO as the retail destination for ‘Winter Warmth’ via a premium, innovative and interactive consumer activation which would also generate earned media and shareable content.

Why does this entry deserve to win?

1000heads research showed that adverse weather conditions trigger online climate discussions, with over half of national weather conversations driven by the cold. Our agency data also showed that Sydney accounted for 28% of all Australian cold weather conversations across Twitter and Instagram between March 2018 - February 2019.

According to the City of Sydney, daily footfall in Sydney’s Martin Place is approximately 90,000 people. A short 300m walk from Martin Place is UNIQLO’s MidCity store.

To hijack these cold weather conversations and inject HEATTECH into the discussion 1000heads posed the question: How does it feel to #staywarm with HEATTECH? To answer, we created a ground-breaking digital OOH activation, delighting a chilly public by inviting them to experience some HEATTECH warmth.

The activation ran from 7am - 7pm on Friday 14 June and involved the following...

A 5m tall HEATTECH t-shirt was built and displayed in Martin Place - a massive structure to capture attention. A walk-through tunnel (2.3m high x 1m wide) inside the t-shirt housed powerful heaters with glowing red LED lights across the top and sides. UNIQLO staff wearing HEATTECH clothing encouraged people to walk through the activation to enjoy the warmth. A large plasma screen atop the back of the t-shirt played a pre-recorded video on loop, highlighting HEATHTECH’s features and benefits. The clothing line was also showcased in a pop-up display next to the activation.

Entering the activation one at a time, people pushed a button to activate a FLIR (Forward-Looking Infrared) camera, which highlighted their own body’s hot and cold spots on a suspended screen. FLIR cameras are typically used by firefighters, security and military and civilian aircraft - they sense infrared radiation and register different temperature levels, converting them into a film or video image. FLIR systems show the world in infrared, helping to demonstrate how important heat retention is on a cold day. 1000heads harnessed this technology, allowing fans to take their own thermal selfie, which printed out to take home. The UNIQLO-branded picture imitated the much-loved and endlessly shareable Polaroid look and feel.

Unique to each thermal selfie was a redemption code inviting customers to collect their free HEATTECH item (valued at $19.90) at the nearby UNIQLO MidCity store. The activation took place merely minutes’ walk from the store, meaning 1000heads were confidently able to direct traffic to this convenient retail location.

This cutting-edge concept encouraged three actions: Firstly consumers engaged with the #staywarm activation (and therefore UNIQLO) by walking through the t-shirt and taking their thermal selfie. Secondly, the unique winter concept spurred sharing of the experience online, with the hashtags #UNIQLO, #HEATTECH and #staywarm. Thirdly, people were driven into store to redeem a free item of their choice. This third interaction not only encouraged HEATTECH trial, it boosted in-store traffic and drove a large spike in sales. The $19.90 voucher value was high enough to be appreciated by consumers, but low enough to encourage and warrant additional spending once in-store.

Results

The activation was a big success and the impact for UNIQLO was significant. Word of mouth across Sydney was exceptionally positive - everyone was talking about that HEATTECH activation!

By 7am a queue of 700 people had formed, with the line at 300-500 all day. In total 1,785 people walked through the activation, with 1,655 voucher redemptions - a staggering 93% redemption rate.

On the day, in-store footfall increased enormously at the MidCity store. The overall HEATTECH category also saw a 20% increase in sales on the previous year.

Customers shared their thermal selfies across social media, thanking UNIQLO for their free HEATTECH. Organic social media levels rose and sentiment was high - the activation generated positive brand sentiment in just under 9 in 10 mentions (89%).

Media coverage also stirred up conversation online: Concrete Playground, Broadsheet Sydney, KIIS 106.5, Brag Magazine, WSFM 101.7, Eat Drink Play, The Beast, Fashion Journal and other outlets posted about the event across their websites, eDM and social channels.

Australian HEATTECH mentions quadrupled across Twitter, blogs, forums, Tumblr, Instagram, Weibo, news and Facebook, and brand exposure rose tenfold versus pre-activation. Total impressions across all media was approximately 6 million, garnering over 50,000 engagements.

1000heads are thrilled with the success we achieved in ensuring UNIQLO was the destination for ‘Winter Warmth’. The #Staywarm with HEATTECH event drove trial, stimulated intent to purchase, and provided shareable content whilst remaining true to the brand’s values - win, win, win!

Media

Video for #STAYWARM WITH HEATTECH: THERMIE ACTIVATION

Produced by

1000heads, UNIQLO

Link

Entry Credits