Creative Execution

The HEATTECH Box campaign was to deliver the message of “warmth” to consumers. Consumers entered a sweepstakes for messages to people they wanted to present the HEATTECH. Then Uniqlo would deliver a HEATTECH Box containing the HEATTECH product and messages from the heart which people had been unable to deliver in everyday life.

The number of visitors to the Web site was 206,022 and among them, 21,914 took part. Customers who posted their stories on the site and got the boxes posted reviews with positive messages including “Love,” “Encouragement,” and “Gifts” and delivered emotional images on the HEATTECH. There was a series of online reviews and warm stories where people laughed together and had a good time with the HEATTECH Box.

After the success of HEATTECH the size of the heat-generating underwear market grew in leaps and bounds. As a result, latecomer competitors to the heat generation underwear market began springing up in large numbers. In particular, the late-comer competitors used their lower prices to strongly challenge the reputation of the HEATTECH. The HEATTECH’s mission for 2014 was clear. How can we not lose market share amid the lower prices of competitors and keep consumers’ preferences with the HEATTECH, and as the best-known heat-generating underwear brand, to establish its presence as an icon as the best-known brand. Go further than the functionality of the product and strengthen emotional attachment between the HEATTECH brand and the consumer. Expand the HEATTECH brand value as a medium which creates more warmth in interpersonal relations. Conduct a campaign to consumers who enable all Koreans to take part, feel the value of warmth and disseminate them.