UNIQLO pop-up
Japanese retail store UNIQLO, to promote its UT sub-brand of graphic t-shirts, held a interactive pop-up at Pitt Street Mall in Sydney.
The activation, designed by social transformation company 1000heads, featured a three-phase approach, incorporating a physical installation as well as digital and social components, offering participants the chance to take a personality quiz that pinpointed their ideal UT T-shirt.
Through this ‘WHAT UT RU’ virtual experience, they received a voucher for a free UT t-shirt, redeemable at UNIQLO Mid City, Sydney.
To generate more awareness around the collection, UNIQLO also launched a social competition using an AR filter. By sharing their best "WHAT UT RU" selfies participants could win one of two $500 UNIQLO vouchers.
On the event day, 1000 t-shirts were distributed, and an array of UT t-shirts was displayed, highlighting some of the most popular brand collaborations.
1000heads creative technology director Daniel Koublachvili said the UNIQLO UT activation seamlessly blends technology and creative expertise with a fun personality quiz that matches participants with their ideal UT t-shirt, creating a personalised connection to the brand.
"It’s an immersive experience that encourages self-expression while showcasing the diverse UT range," Koublachvili said.
"We’re proud to partner with UNIQLO to bring this vibrant event to life and celebrate individuality."
Uniqlo campaign marketing manager Molly Condon said the event attracted a new, younger audience.
"Aligning with our goal of growing UT brand awareness and celebrating individual expression through fashion," Condon said.
"It was a pleasure to collaborative with such a passionate and creative team, and their work truly helped elevate UT in the eyes of Australian customers.”
CREDITS
Social Transformation and Creative Agency: 1000heads
Fiona Harris – General Manager
Mark Lloyd – Group Account Director
Lena Habkouk – Head of Client Growth
Daniel Koublachvili – Creative Technology Director
Luke Stevenson – Technical Director
Simran Lala – Senior Account Executive
Noah Melamed – Junior Technologist
Derek Tran - Junior Technologist
Joshua Wong – Designer
Jessica Cassiano – Senior Social Executive
Set builders: Alchemy Co Set Builder
Charlie McDonald - Logistics Manager
Emily Lloyd - Project Manager
Anthony Shone - Production Manager
UNIQLO
Molly Condon – Campaign Marketing Manager
Sherry Li – Head of Marketing and PR
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