The Brief

Our aim was to set the mood for the next UNIQLO special sale, boost sales, and to lead people from the web to real stores.

Describe how the promotion developed from concept to implementation

We wanted to give people another shopping-entertainment. We invented a waiting line: “UNIQLO LUCKY LINE” on the UNIQLO website using Twitter, Facebook or other Social Network Services to wait for the special sale on the real and virtual stores. If people made tweets, they could join the line and get discount coupons for real stores.

Describe the success of the promotion with both client and consumer including some quantifiable results

The world’s first waiting line on the website created a big buzz. Tons of people made a line on the UNIQLO website: 180,000 people in Japan, 630,000 in Taiwan and 1,300,000 in China. “UNIQLO LUCKY LINE” once became the top worldwide trend word on Twitter. People also made a line in front of the real stores, and UNIQLO set a single day sales record in Japan of more than 10 billion yen.

Explain why the method of promotion was most relevant to the product or service

Until now, shopping experience between on websites and on the real stores are disconnected. The online store might be efficient but looks silent and boring, like a vending machine. The real store is good for fashion brands like UNIQLO, but needs more advertisement to tell people about the special sale. On this case, we prepared the waiting line on the website to visualize crowd of people, create a big buzz on online media about the sales and waiting-line, and led them to the real store by the coupons to boost up the special sales.