The Campaign

From a mall format to a roadside concept, UNIQLO roadside store truly becomes a part of Phattanakan community. Thus, the creative idea plays around ‘local people’ inviting ‘local people’ to celebrate and to welcome new neighborhood, UNIQLO Phattanakan.

Creative Execution

Besides Geo-Fencing strategy we used to maximize a penetration rate online, our street banners did the same role on-ground and to the non-online media target. The method of using well-known local influencers to trigger the target led to a widespread online share-out. As a result, UNIQLO gained lots of free media.

The ads did extremely a great job, grabbed the local target’s attention and greatly spread share-ability and talked about on social media. In terms of sales, within the first three days, the store already achieved over 65% of sales target. In terms of ad awareness for mass targeting, after FB post ended, the ad was able to reach over 5.5 M users and 9.6 impressions. Geo-Fencing, or Geo-targeting reached 733,000 users or approximately 60% of the estimated 1.3 M users.

Because this campaign selected local media effectively. It spoke directly to the local and gained free media (share out) among the locals.

Insights, Strategy and the Idea

To create a widespread conversation, instead of launching a standard commercials, UNIQLO selected 10 local ambassadors, who are best well-known in Phattanakan area, to influence and to invite other ‘local people’ to join and to celebrate the new roadside store together. UNIQLO used Geo-Fencing media strategy: promoting among people in Pattanakarn area and nearby. We spread various types of media such as street banner, street cutout and Mupi in many alleys, bus stops, famous shops and famous restaurants of the area.