Creative Execution

Through an interactive video called “IN THE AIR,” AIRism was positioned as the ideal innerwear that provides ultimate comfort and fit, just like being in a relationship with your soulmate. Throughout the story, we created interactions that enabled viewers to learn functions of AIRism, while drawing the analogy of the qualities of a soulmate. Every interaction for its specific situation highlighted the functional benefits of AIRism. At the end, viewers were able to request for samples and share their testimonials. These components were hosted on the campaign’s microsite. Digital media buys and social media were deployed to drive awareness.

Sales for AIRism exploded with a 170% increase compared to the same period last year. Brand perception for UNIQLO’s functional innerwear also increased with a 10% spike compared to the same period last year. In addition, all 1,000 samples were given out in just under two weeks and the unique AIRism hashtags for Malaysia – #UNIQLOMYAIRism – was kick-started on social media. A first for a nation that does not wear innerwear. The objective of educating Malaysians on the functions of AIRism was achieved, and effectively debunked the misconception whereby innerwear is uncomfortable in hot and humid conditions.

Malaysians shun innerwear, deeming them uncomfortably warm and sweaty in the hot tropics. UNIQLO’s innerwear line, AIRism, set out to re-frame Malaysians’ perception of innerwear by highlighting its innerwear technology and innovation. The ideal innerwear fits perfectly and keeps its wearer comfortable in any condition. Targeting young adults, we knew that we’d lose our audience if we simply expounded on the technical virtues of AIRism. We needed an imaginatively emotional angle that could relate to our target audience as well. AIRism promises a product that cared for the wearer. It is gentle, feels comfortable and is in perfect harmony with the wearer. We likened this to someone that everyone desires to find – a soulmate. It was this simple insight that led us to create “IN THE AIR,” a rom-com that paralleled the feelings of wearing the perfect innerwear with the feelings of finding a soulmate.