UNIQLO Uncover

How We Made UNIQLO's HEATTECH Clothing The Talk Of The Town

At the heart of UNIQLO’s LifeWear and HEATTECH proposition is hidden, thoughtful details.

We created and executed a campaign utilizing UNIQLO’s OOH digital media placements in key urban locations across Australia by hiding a code that moved faster than the eye could see.

Once users snapped a photo of the ad it revealed a unique-code redeemable online or in-store.

On a campaign website a series of educational videos about HEATTECH played while the user redeemed the code that could be exchanged in store or vide the UNIQLO e-store.

This activation represented UNIQLO’s first foray into social and interactive outdoor innovation, Given the huge success of this initial activation (from online word of mouth, to PR and sales uplift), it’s now a stream the company plans to invest further in for the next year.

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New customers
35K
Sales uplift in-store
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