CARE LABEL

Short List
TitleCARE LABEL
BrandGU FAST FASHION
Product / ServiceGU
CategoryC05. Customer Retail / In-Store Experience
EntrantBEIJING DENTSU ADVERTISING, CHINA
Idea Creation BEIJING DENTSU ADVERTISING, CHINA

Credits

Name Company Position
Kazuki Tsuburaku Beijing Dentsu Advertising Chief Creative Officer
KC Aui Beijing Dentsu Advertising Executive Creative Director
Hoshino Manabu Beijing Dentsu Advertising Senior Creative Director
Bel Ong Beijing Dentsu Advertising Creative Director
Loo Swee Mei Beijing Dentsu Advertising Creative Director
Andrew Shee Beijing Dentsu Advertising Creative Director
Zhu Zhi Beijing Dentsu Advertising Associate Creative Director
Meng Qian Beijing Dentsu Advertising Senior Copywriter
Qian Jiaqi Beijing Dentsu Advertising Senior Art Director
Eric Pang Beijing Dentsu Advertising Senior Art Director
Kenjiro Sese Beijing Dentsu Advertising Planning Director
Colrence Liang Beijing Dentsu Advertising Editor
Taiki Soma DNA China Film Director
Chow Xin Yi DNA China Executive Producer

Why is this work relevant for Brand Experience & Activation ?

Before Chinese New Year, fashion retailers compete with one another, promoting their range of trendy fashion line. With Care Label, we gave a deeper meaning to GU clothes. It came from the need to create deeper human connections between people. Care Label is a great added value retail experience with a personal touch. People were able to create their own Care Label and have them attached to GU clothes, which made the clothes even more meaningful when given as gifts to loved ones.

Background

In 2017, 287 million people from all over China migrated to big cities for bigger opportunities. But in pursuit of a better future, they are separated from their loved ones and reunite only once every year, during Chinese New Year. During this festival, it’s a tradition to wear new clothes to welcome the new year. GU - UNIQLO's sister brand - saw an opportunity to leverage on this occasion to close the distance between them when they’re apart, and increase their brand love with their consumers.

Describe the creative idea (20% of vote)

Care Label - caring messages that are always by your side. We redesigned GU clothes’ care labels and gave them a personal touch with caring messages. Each Care Label symbol was crafted with heartfelt messages that’ll always be by your side.

Describe the strategy (20% of vote)

In China, it’s a gesture of love and care to buy clothes for loved ones, especially when the loved one is traveling far from home. So we personalized this behavior and made the GU clothes with Care Label even more meaningful. Care Label was a simple, meaning and very shareable idea on social platforms, with people sharing their Care Label as a declaration of love and care. We also encouraged people to share their personalized Care Label.

Describe the execution (30% of vote)

Pop-up booths were set up in GU outlets around China, while promoters guided walk-in customers to create their own personalized Care Label, which was sewn on for free with every purchase of GU clothes. The Care Label booths in GU outlets ran for a week before Chinese New Year.

List the results (30% of vote)

Care Label helped increase sales by 138% and in-store visitor flow by 114%. We earned 176 million online impressions for online fashion and news platforms.