THE LOCAL AMBASSADOR

TitleTHE LOCAL AMBASSADOR
ClientUNIQLO THAILAND
Product / ServiceUNIQLO ROADSIDE STORE
CategoryE01. Launch / Re-launch
EntrantLEO BURNETT Bangkok, THAILAND
Idea Creation LEO BURNETT Bangkok, THAILAND
Media Placement ZENITH Bangkok, THAILAND
Production CHUBCHEEVIT Bangkok, THAILAND
Additional Company UNIQLO THAILAND Bangkok, THAILAND

The Campaign

From a mall format to a roadside concept, UNIQLO roadside store truly becames 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

The Brief

N/A due to client confidentiality

Creative Execution

We started off by casting local people who were well-known in various background, from the shop owner, teacher, and student to hair dresser and motorcycle-taxi driver. These people presented the new roadside store in all forms of communications, from street banners, invitation flyers, online Facebook posts to PR news and giving their invitation speech on the opening date.

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

Prior to the opening hours, both local and non-local people lined up since 4:30AM. The store brought to life the highest footfalls ever in the first two hours of opening. Moreover, within the first three days, the store already achieved over 65% of monthly sale target. The ads did extremely great job, grabbed the local target’s attention and greatly spread share-ability and talked about on social media. Most importantly, the local ambassador strategy was able to bring sense of proudness to local community, Phattanakan. The local people helped inviting others to boost up traffic that finally stimulated local economy.

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

Because this campaign clearly engaged and made deeper connection between target group and the brand: the target (people in the community) had direct experience with the brand and this campaign triggered them to come to the store on the opening day.

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.

Credits

Name Company Position
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Paruj Daorai The Leo Burnett Group Thailand Chief Digital Officer
Piti Pongrakananon The Leo Burnett Group Thailand Creative Director
Valundh Charoensombut-Amorn The Leo Burnett Group Thailand Art Director
Paruj Daorai The Leo Burnett Group Thailand Chief Digital Officer
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer
Dhitiwat Mongkolsmai The Leo Burnett Group Thailand Copywriter
Samira Thancharoenkit The Leo Burnett Group Thailand Account Management Director
Porntipa Leelasa-ngasup The Leo Burnett Group Thailand Account Director
Chutima Laosakul The Leo Burnett Group Thailand Account Executive
Sarawut Lertkittipaporn The Leo Burnett Group Thailand Agency Producer
Chubcheevit Studio Chubcheevit Studio Bangkok Film Director
Sukij Pongpisuth Chubcheevit Studio Bangkok Production Producer
Prakan Wangkaew Chubcheevit Studio Bangkok Photographer
Prakan Wangkaew Chubcheevit Studio Bangkok Editor