Case Film

Presentation Image

Title	HEAT TECH WINDOW
Client	UNIQLO
Product / Service	HEAT TECH
Category	B01. Use of Ambient Media: Small Scale
Entrant	CHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation	CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement	CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR	CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name	Company	Position
Jeongkeun Yoo	Cheil Worldwide	Executive Vice President
Wain Choi	Cheil Worldwide	Chief Creative Officer
Sungphil Hwang	Cheil Worldwide	Art Director
Hyungkyun Oh	Cheil Worldwide	Art Director
Taeyul Ko	Cheil Worldwide	Junior Art Director
Jaehwan Lee	Cheil Worldwide	Account Director
Junseok Park	Cheil Worldwide	Account Executive
Seungeun Lee	Cheil Worldwide	Account Executive
Yujin Jung	Cheil Worldwide	Account Executive
Sunho Bae	Cheil Worldwide	Agency Producer
Wanmo Koo	Bounce Creative	Designer
Jeakyun Kim	Bounce Creative	Designer
Sungjin Lee	Bounce Creative	Designer
Kyounghyun Kim	Junpasang Production	Executive Producer
Seunghyun Jo	Junpasang Production	Production Designer
Sungin Ji	Freelancer	Cinematographer
Myungjun Kim	/ Freelancer	Cinematographer
Jaeyun Lee	Seoul Vision	Editor
Soyeon Kim	Seoul Vision	Colorist
Miri Choi	Seoul Vision	Flame Artist
Sungrae Hong	Kiss FM	Sound Designer
Inu Hwang	Audio Village	Sound Studio Producer
Taeho Park	Kiss FM	Other Sound Production Credits
Arana Son	Kiss FM	Music Director
Jiwon Choi	JW Pictures	Photographer
Choongsun Park	JW Pictures	Photographer
Hyewon Ha	Rue N Ran Entertainment	Model Agency Credits
Jooyong Kim	Rue N Ran Entertainment	Model Agency Credits

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.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

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). 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.

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. Website URL