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

Execution

These people presented the new roadside store in all forms of communications, from street banners, invitation flyers, online Facebook posts to PR news. On the opening day, we held a press conference to announce our vision and plan about the expansion of this new store format. We’re committed to growing with the local, creating more job opportunities and boosting local economy. The local ambassadors were invited to give their invitation speech on the opening date. We also invited press, investors and business partners to visit and shop to generate buzz and making the news.

Prior to the opening hours, both local and non-local people lined up since 4:30AM. The store brought the highest footfalls ever in the first two hours of opening. Below are results from the first three days after the store opened. - Number of customer: over 10,000 customers visited store, or 28% above target. - Sales target: achieved over 65% from sale target. The ads did extremely a great job, grabbed the local target’s attention and greatly spread share-ability and talked about on social media. The results proved on PR coverage of 154 publishing, or equal to 21.5 million baht in PR value.

The Situation

Because this campaign helped promote the opening of UNIQLO’s first roadside store in Southeast Asia and created awareness among the target group, local people and UNIQLO’s business partners. The campaign drove substantial amount of customers to the store on the opening day.

The Strategy

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. The local ambassadors are from all walks of life; a local street food owner, a student from a neighboring school, a bike shop owner, a chicken rice shop owner, a taxi motorbike rider, etc. The mixture creates a sense of authentic locality and friend-get-friend invitation.