UNIRIDE

TitleUNIRIDE
ClientUNIQLO
Product / ServiceAPPAREL
CategoryA08. Broadcast Design and Graphics & Digital Design
EntrantDENTSU THAILAND Bangkok, THAILAND
Entrant Company DENTSU THAILAND Bangkok, THAILAND
Advertising Agency DENTSU THAILAND Bangkok, THAILAND
Advertising Agency 2 DIGITAL NEW AGE AGENCY CO, THAILAND

Brief Explanation

Challenge is how we can make targets recognize store locations. UNIQLO also wanted to encourage targets to visit the store.

The Brief

"In 2012, UNIQLO opened several stores in Bangkok (total of 6 stores currently) and wanted to communicate with targets about all store locations. In the same time, wants to push more sales volume without spending budget to promote each store separately. As transportation is one of the concerned points for targets on travel for shopping, UNIQLO also wanted to recommend public transports for customers in order to avoid traffic jam and wasted time on transportation"

How the final design was conceived

In order to make target recognize store locations, we created symbolic which is virtual transportation vehicle that represent the way to travel to each particular store. The graphic design of the game is presented travel atmosphere and surroundings while transport to UNIQLO stores. Overall design is also created for target attractiveness.

Indication of how successful the outcome was in the market

The game became a big hit online. There were more than 60,000 participants registered and 30,000 discount vouchers were run out within 5 days, leading to a reprint of the vouchers. Visitors entered the micro site over 520,000 times with the average of 1 person playing the game more than 20 times. Consumers now knew how many stores UNIQLO has, where the stores are, and which transportation take the shortest time to the store.

Credits

Name Company Position
Sasichon Petchroongratana Dentsu(Thailand) Ltd. Account Executive
Winida Trakulsin Dentsu(Thailand) Ltd. Senior Account Director
Patcharin Sukorat Dentsu(Thailand) Ltd. Senior Group Account Director
Athaphon Hanviriyaphun Digital New Age Agency Digital Production Designer
Yaowalak Saree Digital New Age Agency Digital Production Producer
Uraiwan Pongthavornsawat Dentsu(Thailand) Ltd. Copywriter
Pilan Subhasri Dentsu(Thailand) Ltd. Art Director
Chotiwat Thasanasuwan Dentsu(Thailand) Ltd. Art Director
Panote Wangchaiya Dentsu(Thailand) Ltd. Senior Art Director
Jamjan Singharkitpisan Dentsu(Thailand) Ltd. Digital Designer
Jathuporn Dumrongwanich Dentsu(Thailand) Ltd. Senior Digital Designer
Varist Meksupa Dentsu(Thailand) Ltd. Digital Project Manager
Pongpipat Tamavichit Dentsu(Thailand) Ltd. Digital Production Producer
Nat Sathipattiphan Dentsu(Thailand) Ltd. Assistant Digital Crative Director
Akk Phapongkasem Dentsu(Thailand) Ltd. Assistant Creative Director
Adul Borvornsrisakul Dentsu(Thailand) Ltd. Senior Creative Director
Nisa Mujjalintrakool Dentsu(Thailand) Ltd. Executive Creative Director