Title | THE LOCAL AMBASSADOR |
Brand | UNIQLO THAILAND |
Product / Service | UNIQLO ROADSIDE STORE |
Category | E01. Launch / Re-launch |
Entrant | LEO BURNETT Bangkok, THAILAND |
Idea Creation | LEO BURNETT Bangkok, THAILAND |
Media Placement | ZENITH Bangkok, THAILAND |
Production | CHUBCHEEVIT Bangkok, THAILAND |
Additional Company | UNIQLO THAILAND Bangkok, THAILAND |
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 |
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
N/A due to client confidentiality
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.
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.
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.