UNIQLO UT (short for UNIQLO T-Shirts) celebrates culture, individuality, and creative expression through graphic t-shirts. Collaborating with iconic brands and designers, UT blends fashion, art, music, and personal expression.
In an effort to increase UT brand awareness and engage new customers who might not typically consider graphic tees from UNIQLO we took a creative, 3-phase approach to help them see how UT can enhance their personal style. We created a unique UNIQLO UT Experience in a high-traffic location, offering an interactive display of UT's diverse collection and an opportunity to get a free UT t-shirt based on your personality. This experience was designed to communicate the purpose/philosophy of UT as a sub-brand and increase UT sale and purchase intent.
1000heads partnered with UNIQLO and Alchemy Co to bring to life the UTGo; Unqilo UT trailer on the Go.
The activation, branded ‘UTGO,’ took a creative, three-phase approach that seamlessly integrated physical, digital, and social elements. The day before the activation, the trailer was driven around key locations in Sydney to gauge interest both in person and through social media. At the heart of the activation was a dynamic trailer installation where visitors could interact with the UT range and explore the diverse themes of the collection displayed. The experience was further enhanced by the ‘WHAT UT RU’ personality quiz, which helped participants discover their ideal UT t-shirt based on their individual personality traits.
After completing the quiz, each participant was treated to a personalised visual experience at the WHAT UT RU stand inside the trailer. Here, they were presented with a dynamic display of their ideal UT t-shirt, bringing their quiz results to life in a visually striking way.
To cap off the experience, participants received a voucher for their ideal UT t-shirt, redeemable at UNIQLO Mid City, Sydney. This combination of personalisation and reward made the activation both fun and memorable, fostering excitement around the UT range and encouraging visitors to explore the collection further. The activation’s innovative approach created lasting engagement, with the personalised experience leaving participants with a stronger connection to the UT brand and its celebration of individuality.
To further amplify engagement and drive social awareness, we created and launched a WHAT UT RU AR filter that determined each user's UT shirt based on their face. Using an AR filter, participants shared their "WHAT UT RU" selfies on social platforms for a chance to win one of two $500 UNIQLO vouchers.
This blend of interactive and social elements not only increased brand visibility but also showed how UT empowers consumers to express their unique interests and personalities through their clothing choices.
The in-person experience at the UTGO trailer was a resounding success, attracting over 1,500 people. Of those, 72% went on to redeem their free UNIQLO UT t-shirt in-store after the activation, highlighting the strong engagement and appeal of the experience. Due to the increase of traffic in-store, the UNIQLO Mid CIty store saw an increase in sales during this period - a 19.7% increase in sales on event day and an increase in average transaction price by 2.5%. In addition to its impressive turnout, the activation garnered significant media coverage reaching 400k views, with mentions in notable publications such as AdNews, Mumbrella, B&T, and Mediaweek—the latter even featuring the event in their Tuesday eDM following the activation.
The social media component of the activation also saw tremendous success. The custom AR filter, created for participants to share their "WHAT UT RU" selfies, was used 14.1K times to capture photos and videos. During the activation period and the weekend that followed, 744 photos and videos featuring the filter were shared on social platforms, further amplifying the reach and excitement around the UT collection. This strong digital engagement, combined with high in-store redemption rates and media buzz, made the UTGO activation a standout success across both physical and digital channels.
To boost the activation both before and during the event, we partnered with a renowned Creator and fashion stylist Jamie Azzopardi, to generate excitement and raise awareness. This collaboration significantly expanded the campaign's reach, driving greater attention and engagement from the target audience, with their post receiving over 101K views and over 800 interactions.
