The Campaign

Using bubble wrap, which is commonly used for packaging, we created an advertisement that is actually warm – the Heat Tech Window. Just by applying the Heat Tech Window to a window, the room temperature rises by 2~3°C(3.6~5.4°F). 1) The layer of air inside the air caps blocks the heat conduction between the outside and inside, thus raising the temperature of the room. Applying the Heat Tech Window saves an average 20% on heating. 2) It’s the solution to reduce the heating cost that is so expensive in Korea by means of affordable bubble wrap normally used for packaging. 1)Air Cap Sheet Insulation Estimation, 2015 / The Korea Institute of Building Construction 2) Apartment Winter Heating Cost Saving Plan/Ministry of Knowledge Economy

Creative Execution

This campaign ran from November 4 until December 31, 2016 in all 189 Uniqlo stores in Korea. A Heat Tech Window was given for free with each purchase of a Heat Tech thermal wear product. 500,000 people were given a Heat Tech Window, which was then applied to their window at home. We also created a campaign video showing how the Heat Tech Window was applied, which was released on various social media such as YouTube, Facebook and Instagram, and reached 30 million impressions within a month. With a population of about 50 million, the campaign reached 3/5 of all Koreans.

Results

During the campaign period, 500,000 Heat Tech Windows were handed out to consumers and applied on their windows. Out on the streets, those windows had become new advertising media. In a clever way, Uniqlo gained 500,000 OOH advertisements during the winter period The campaign video reached 30 million impressions online (3/5 of all Koreans, based on a 50 million population) As a result, Heat Tech sales recorded a year-on-year growth of 203%. The campaign garnered widespread attention and was featured in 72 different Korean media outlets. The fact that an advertisement actually helped make people feel warmer, and even saved heating costs was highly praised. “A must-have for this winter” – The Huffington Post Korea “A campaign that even saves heating cost” – Asia Economy “A gift from Uniqlo that brings warmth” – Seoul TV

Using bubble wrap, which is commonly used for packaging, we created an advertisement that is actually warm – the Heat Tech Window. Just by applying the Heat Tech Window to a window, the room temperature rises by 2~3°C(3.6~5.4°F). A Heat Tech Window was given for free with each purchase of a Heat Tech thermal wear product. 500,000 people were given a Heat Tech Window, which was then applied to their window at home.

Furthermore, the logo of the Heat Tech thermal wear is printed on the Heat Tech Window, which makes all the windows across town on which it is applied into new advertising media for Uniqlo. A Heat Tech Window was given for free with each purchase of a Heat Tech thermal wear product. 500,000 people were given a Heat Tech Window, which was then applied to their window at home. In a clever way, Uniqlo gained 500,000 OOH advertisements during the winter period.