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 concern 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"

Describe how the promotion developed from concept to implementation

We desired to present all store locations with recommended transportation vehicle via online virtual game. From the game visual, we showed the suitable transportation vehicle in order to reach to each particular location with actual surrounding along the way to UNIQLO stores. We expected participants to recognize store locations, best way of transport and lead them to UNIQLO stores after join the campaign.

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

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..

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

UNIQLO created an online game to inform people about all the six stores in Bangkok. Featured in the game are types of vehicle suitable for players to come to the store. If players can overcome obstacles along the way and arrive at the stores just in time, they will get a discount voucher to use at the store and traveling information to save time from traffic.