UNIQLO HAPPY RIBBON

Short List
TitleUNIQLO HAPPY RIBBON
BrandUNIQLO
Product / ServiceUNIQLO
CategoryA07. Best Use of Other Digital Platforms in a Promotional Campaign
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Sales Promotion/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Name Company Position
Yasuharu Sasaki Dentsu Inc. Creative Director
Kazuomi Goto Dentsu Inc. Copy Writer
Rintaro Shimohama Dentsu Inc. Art Director
Natsuki Matsuura Dentsu Inc. Planner
Shinsaku Ogawa Dentsu Tec Inc. Planner
Shinsaku Ogawa Dentsu Tec Inc. Agency Producer
Kanami Yamaguchi Dentsu Creative x Inc. Agency Producer
Gyosei Okada Movie Producer
Takuya Demura Movie Director
Masaya Ishizaka Director
Kenichi Nagai Technical Director
Kiyoko Komeda Designer
Kenichi Nagai Flash Developer
Masayuki Iizuka Flash Developer
Yukihiro Sasae Flash Developer
Tatsuya Yokoda Flash Developer
Mayumi Tsujio Flash Developer
Shunsuke Kotani Programmer
Naotatsu Ishiyama Markup Engineer

The Brief

・BRIEF As Uniqlo expands its business throughout the world, it is important for the brand to become locally rooted in each country. The purpose was to maximize the impact of the grand opening ceremonies of Global Flagship stores held in September (Taiwan) and in November (Korea), and also to make Uniqlo a brand loved by the locals.

Describe how the promotion developed from concept to implementation

A program called the “Brand Celebration Program” was developed to be used in the grand openings of Global Flagship Stores. It is the world’s first social ribbon-cutting ceremony. Participants write down comments about their personal enjoyable experiences they want to share. (It can either be related or not related to UNIQLO) Then the ribbon will be created on the website and on Facebook. The more people rejoice, the longer the ribbon will be. Happiness spreads along with the ribbon via social networks. Then the ribbon is printed out to be used in the actual ribbon-cutting ceremony. And happiness is once again demonstrated on the day of the openings to celebrate Uniqlo.

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

A program called the “Brand Celebration Program” was developed to be used in the grand openings of Global Flagship Stores. It is the world’s first social ribbon-cutting ceremony. Participants write down comments about their personal enjoyable experiences they want to share. (It can either be related or not related to UNIQLO) Then the ribbon will be created on the website and on Facebook. The more people rejoice, the longer the ribbon will be. Happiness spreads along with the ribbon via social networks. Then the ribbon is printed out to be used in the actual ribbon-cutting ceremony. And happiness is once again demonstrated on the day of the openings to celebrate Uniqlo.

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

256 thousand people participated in Taiwan and 64 thousand in Korea. The flagship store in Korea has sold 12 hundred million Korean won just on the opening day. Social ribbon-cutting became the main feature of the opening events, attracting mass media’s attention. The program has enabled people to celebrate together, generating strong brand engagement and prompting a sense of intimacy.