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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 8th Annual Shorty Awards

UMOOD

Finalist in Creative use of Technology

About this entry

Our brief was to raise awareness of UNIQLO in Australia (the brand had only recently entered the Australian market) by positioning UNIQLO as a global fashion innovator and the home of T-shirts.

But with four million T-shirts and over 600 different designs available, it was important not to overwhelm shoppers with choice. We needed to transform the humble T-shirt into something exciting, while making it easy for people to find the perfect one at UNIQLO.

Why does this entry deserve to win?

Our insight uncovered that while t-shirts are a staple item, people are particular about what suits them and their unique personality. Our strategy was to demonstrate the huge range; whilst empathising with the individual to create a personalised experience.

Isobar Australia collaborated with Dentsu ScienceJam Japan and Melbourne University utilising their cutting edge proprietary technology to create a world-first, UMOOD: an in-store neural experience that read customers' emotions and recommended T-shirts to perfectly suit their mood. Customers were fitted with a neuro-headset that read their brainwaves while they viewed a series of stimuli. Their neurological responses to each video were analysed by a custom-built algorithm to identify their current mood and recommend the perfect T-shirt. The activation was extended with interactive quizzes on Instagram and uniqlo.com, social content, blogger outreach, and digital and out of home media.

Results

While UMood successfully drove in-store traffic, email capture and engagement, the most outstanding outcome was the global coverage achieved.

Covered by hundreds of media outlets around the world, the campaign positioned UNIQLO at the centre of debate surrounding the future retail. Coverage from global authorities included Mashable, Huffington Post, CNET and Trend Hunter and locally the likes of Gizmodo, News.com.au, Channel7 News, and CMO.

Key results:

- 20+ million impressions in earned media worth $1.1 million
- 2+ million social media impressions
- Built UNIQLO's position as global retail innovation leader
- UNIQLO is launching throughout Asia-Pacific

Media

Video for UMOOD

Produced by

Isobar, Uniqlo

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.