Title | UNIQLO WARM UP! |
Brand | UNIQLO |
Product / Service | UNIQLO HEATTECH |
Category | A01. Creative Effectiveness |
Entrant | AKQA SHANGHAI Shanghai, CHINA |
Entrant Company | AKQA SHANGHAI Shanghai, CHINA |
Advertising Agency | AKQA SHANGHAI Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Massive Music | Massive Music | Music |
Melinda Po/Brenda Mou/Lafael Liu | Akqa | Account Servicing |
Gavin Lum/Susie Ni | Akqa | Planner |
Shrek Wang/Chunning Xu/Rick Zhang/Jessica Ji | Akqa | Creative Developer |
Jeff Xu | Akqa | Technology Director |
Nemo Li | Akqa | Project Manager |
Kim Jerbo | Akqa | Motion Graphics Designer |
Joe Cai | Akqa | Product Manager |
Yoyo Chu | Akqa | Designer |
Vincent Qin | Akqa | Copywriter |
Johan Vakidis/Elephant Xiang | Akqa | Art Director |
Vincent Qin | Akqa | Associate Creative Director |
Johan Vakidis | Akqa | Creative Director |
Johan Vakidis | Akqa | Executive Creative Director |
Rei Inamoto | Akqa | Chief Creative Officer |
This holiday season, Uniqlo launched HEATTECH in China. HEATTECH is fashionable innerwear that retains body heat. As the days got colder, Uniqlo ensured the Chinese nation got warmer. This was achieved by a social campaign called – UNIQLO WARM UP! During the festive season, Chinese people send millions of greetings and the customary Chinese New Year gift is a red packet containing money, and warm gifts. The notion of being lucky is also extremely important to the Chinese during the New year. In order to heat things up, we leveraged WEIBO (China’s equivalent to twitter). Users simply logged-onto UNIQLO WARM UP! using their WEIBO account, and the fun began. They selected a friend; wrote a greeting on the red packet in tweet form, selected a HEATTECH product and tried their luck. They tried their luck by trying to catch a winning lucky scratch card. These 21 lucky scratch cards were designed by 21 local artists. They then sent the warm gifts to their friends. When receiving the greeting, users opened the red packet and scratched the lucky card. If they won, so did the sender. Both users received HEATTECH clothing delivered right to their homes. In addition to this, the activity was visualized in real-time on a heat map. During the campaign period, users could see tweets being sent and see how and where the heat travelling across the nation. In only 3 days since launch, over 160,000 unique greetings were sent and 400 lucky winners received heat tech products, daily.