UMOOD

TitleUMOOD
BrandUNIQLO
Product / ServiceUNIQLO T-SHIRTS
CategoryG02. Branded Tech Offline
EntrantISOBAR South Melbourne, AUSTRALIA
Idea Creation ISOBAR South Melbourne, AUSTRALIA
Media DENTSU MITCHELL South Melbourne, AUSTRALIA
PR OGILVY PUBLIC RELATIONS Melbourne, AUSTRALIA
Production ISOBAR South Melbourne, AUSTRALIA
Contributing DENTSU SCIENCEJAM Tokyo, JAPAN

Credits

Name Company Position
Tim den Braber Isobar Group Account Director
Alice Green Isobar Strategic Planner
Holly Langford Isobar Art Director
Michael Punton Isobar Copywriter
Emma Park Isobar Copywriter
Jessica Snell Isobar Producer
Rob Barnett Isobar Associate Creative Director
Marguerite Moloney Isobar Designer
Augusto Jacquier Isobar Designer
Tim Hobday Isobar Designer
Erik Hallander Isobar Regional Innovation and Mobile Director
Tish Tambakau Isobar Account Manager
Xavier Verhoeven Isobar Production
Aron Tardini Isobar Designer
Matt Soulsby DentsuMitchell Account Manager
Kei Shimada Dentsu ScienceJam Director, Innovation & Business Development

The Campaign

When it comes to fashion, most purchases are guided by the heart – impulsive and easily influenced by trends. UMOOD challenged consumers to do the exact opposite. By using neurotechnology in-store to determine their mood, we recommend a t-shirt to match and invited customers to shop with their heads instead of their hearts. Collaborating with Melbourne University, UMOOD utilised proprietary neuroscience technology in a way it had never been used before. In a world-first for the retail industry, UMOOD read the brainwaves of shoppers and made it part of the purchase process – taking the concept of a personalised retail experience to a whole new level.

Creative Execution

With over 600 different t-shirt designs available at UNIQLO, it was important not to overwhelm our audience (male and female 20-35yrs) with choice. We needed to transform their shopping experience and make finding the perfect t-shirt easy, exciting and personal. Although t-shirts are a staple item in everyone’s wardrobe, buying them isn’t as basic as one might think. What we choose to wear is influenced by how we feel, so we wanted to help shoppers cut through the clutter. Our strategy was to showcase the huge range of t-shirts UNIQLO offered, and to demonstrate that no matter who you were or how you felt, we had the shirt to suit you. As a result, we got people to rethink the way they shop, while creating a totally personalised experience with the brand. Our call to action was simple: Come to UNIQLO and find your perfect t-shirt. UNIQLO shoppers were fitted with a neuro-headset at

Success was seen throughout the business – driving in-store traffic, email capture and establishing UNIQLO as the go-to t-shirt destination. However, the most outstanding results were the global coverage and influence. UMOOD was covered by innovation, design and retail media and positioned UNIQLO at the centre of a worldwide debate surrounding the future of retail. Coverage was received from global authorities including Mashable, Huffington Post, Cosmo, Nylon, PSFK, CNET and Trend Hunter, as well as leading local Australia influencers such as Gizmodo, News.com.au, Channel7 News, and CMO. - 20 million+ earned media impressions worth $1.1 million - 2 million+ social media impressions - solidifying UNIQLO’s position as a global retail innovation leader UMOOD allowed shoppers to engage with the brand in a more meaningful way. It demonstrated that a retail giant can have a one-on-one conversation with its customers and, most importantly, paved the way to re-shape the future of retail.

With over 600 different t-shirt designs available at UNIQLO, it was important not to overwhelm the audience (male and female 20-35yrs) with choice. Their shopping experience needed to be transformed to make finding the perfect t-shirt easy, exciting and personal. Although t-shirts are a staple item in everyone’s wardrobe, buying them isn’t as basic as one might think. After all, fashion is influenced by feelings and its essential shoppers are able to effectively cut through the clutter. The strategy was to showcase the huge range of t-shirts UNIQLO offered, and to demonstrate that no matter who you were or how you felt, UNIQLO had the t-shirt to suit you. The call to action was simple: Come to UNIQLO and find your perfect t-shirt.

Links

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