UNIQLO WARM UP!

TitleUNIQLO WARM UP!
BrandUNIQLO
Product / ServiceUNIQLO HEATTECH
CategoryA01. Creative Effectiveness
EntrantAKQA SHANGHAI Shanghai, CHINA
Entrant Company AKQA SHANGHAI Shanghai, CHINA
Advertising Agency AKQA SHANGHAI Shanghai, CHINA

Credits

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

Brief Explanation

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.