UNIPLAY

TitleUNIPLAY
ClientUNIQLO SINGAPORE
Product / ServiceHOLIDAY CAMPAIGN
CategoryB08. Digital Design
EntrantDENTSU SINGAPORE, SINGAPORE
Entrant Company DENTSU SINGAPORE, SINGAPORE
Advertising Agency DENTSU SINGAPORE, SINGAPORE

Brief Explanation

To create a tactical holiday campaign that would help UNIQLO stay top-of-mind during the highly competitive holiday sales season.

The Brief

UNIQLO is an apparel brand that caters to age groups primarily 15 - 20 years.

Results

- UNIPLAY had players coming back for more with over 840,000 daily gameplays - The campaign saw 150% increase in participation form the previous year - UNIQLO topped the style and sales charts, gaining 17.5% of the market

How the final design was conceived

Instead of just focusing on seasonal blasts, we created a more social and sustainable platform to engage our customers – UNIPLAY! A new twist to a classic gaming experience, UNIPLAY challenged people to put their pinball skills to the test online, and win a grand prize trip to Tokyo. They could also earn a guaranteed mini gift everyday. The more they scored, the better prizes they won. And the higher their chances of visiting the home UNIQLO. Working seamlessly across mobile, tablet and desktop interfaces, a smart background API was programmed to identify gamer’s demographics, and directly reach out to customers and initiate customised e-CRM activities.

Indication of how successful the outcome was in the market

UNIPLAY had players coming back for more with over 840,000 daily gameplays - The campaign saw 150% increase in participation form the previous year - UNIQLO topped the style and sales charts, gaining 17.5% of the market

Credits

Name Position
Heok Seong Ng Executive Creative Director
Khoo Meng Hau Senior Creative Group Head
Justin Kuruvilla Creative Group Head
Leah Juaymah Casapao Mababangloob Digital Art Director
Stefanie Conceicao Copywriter
Melissa Zhuo Copywriter
Judy Seah Business Director
Nicole A. Lee Senior Account Manager
Michelle Wong Su Yin Senior Account Executive
Joel Tan Project Executive