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.
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.
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
