Uniqlo: Unigroup [video]

Credits & Description:

Advertiser: UNIQLO
Agency: DENTSU THAILAND
Category: Interactive
Advertising campaign: UNIGROUP
Production Designer: Athaphon Hanviriyaphun (Digital New Age Agency)
Interactive Designer: Jamjan Singharkitpisan (Dentsu Thailand)
Executive Vice President/Coo: Kazuki Yamamoto (Dentsu Thailand)
Executive Creative Director: Nisa Mujjalintrakool (Dentsu Thailand)
Senior Art Director: Panote Wangchaiya (Dentsu Thailand)
Head Of Interactive Communication Strategist: Pongpipat Tamavichit (Dentsu Thailand)
Executive Creative Director/Cio: Warunee Tanakijchumroon (Dentsu Thailand)
Senior Account Director: Winida Trakulsin (Dentsu Thailand)
Senior Creative Director: Adul Borvornsrisakul (Dentsu Thailand)
Creative Group Head: Akk Phapongkasem (Dentsu Thailand)
Interactive Communication Supervisor: Chana Chanchaipiyavong (Dentsu Thailand)
Head Of Interactive Creative Producer: Nat Sathitpattiphan (Dentsu Thailand)
Senior Group Account Director: Patcharin Sukorat (Dentsu Thailand)
Account Executive: Sasichon Petchroongratana (Dentsu Thailand)
Production Producer: Yaowalak Saree (Digital New Age Agency)
Art Director: Pilan Subhasri (Dentsu Thailand)
Senior Interactive Creative Producer: Varist Meksupa (Dentsu Thailand)
Implementation
Motivate the Bangkokian to experience UNIQLO 4th store at MEGABANGNA, by turn the long travel to fun travel with UNIGROUP campaign. Online: Build their own virtual buses and invite their friends on board the more friends they invite, the more coupons they will get. And this coupon can only redeem at UNIQLO MEGABANGNA on the grand opening day. Offline: Bring online game to reality by preparing the real UNIGROUP BUS for the UNIQLO fans to enjoy the ride to the store.
Outcome
Within 20 days, more than 250,000 people got invited to the UNIGROUP bus online campaign and made “Talk of the Web” among others and also had increased more than 35,000 fan pages. More than 12,000 people got on the real bus on the Grand Opening day. With that UNIQLO was the only store in MEGABANGNA that have queue line-up before the store opening, 4 days in a roll. And more importantly, this campaign had made travelling to UNIQLO MEGABANGNA easy and fun for all.
Relevancy
UNIGROUP’s campaign can change Bangkokian to a new perspective of shopping at MEGABANGNA on the outskirt of Bangkok can be an enjoyable experience. Within 20 days after UNIGROUP online had launch, more than 250,000 people got invited to the UNIGROUP bus online campaign and made “Talk of the Web” among others and also had increased more than 35,000 fan pages. For UNIGROUP offline, more than 12,000 people got on the real bus on the Grand Opening day. With that Uniqlo was the only store in MEGABANGNA that have queue line-up before the store opening, 4 days in a roll. And more importantly, this campaign had made travelling to the UNIQLO MEGABANGNA easy and fun for all.
Client Brief Or Objective
In Bangkok, people prefer to shop for fashion brand clothing in downtown department store where it’s easy to commute. But this time, UNIQLO, Japan's No.1 fashion apparel brand will open up the 4th store located at MEGABANGNA on the outskirt of Bangkok. Will Uniqlo able to have people line-up on the Grand Opening Day again ?...Especially when the store is outside the city and hard to travel to? How to make everyone believe that travel to UNIQLO MEGABANGNA is an enjoyable time?