soooo, what's the problem and insight?
Uniqlo is seen as functional but boring, and customers don't connect with the technology, so they hesitate to pay full price when trendier, cheaper options exist. With Uniqlo, people don't buy fabric technology. They buy the life that technology quietly enables.
Uniqlo is seen as functional but boring, and customers don't connect with the technology, so they hesitate to pay full price when trendier, cheaper options exist. With Uniqlo, people don't buy fabric technology. They buy the life that technology quietly enables.
The Idea!
Come Closer is an invitation for people to discover the innovations hidden within Uniqlo’s fabrics and change the perception of Uniqlo as a basic brand. The campaign will bring this concept to life by creating installations in unexpected urban locations, like suspending fabric over a crossroad, at a bus station, or at a store, turning everyday spaces into tangible, experiential demonstrations.
Guerrilla
We will install multiple experiential fabric installations in different areas in the city. By partnering with local small businesses, we'll suspend these materials over their storefronts, which allows people to feel the fabrics’ real-world effectiveness firsthand.
AR Interaction
Scanning the Uniqlo installation unlocks an AR journey, leading to a microsite where a "What's My Fabric?" quiz matches users to the right product for their lifestyle.
Out-of-Home (OOH)
The posters are made out of fabrics with NFC, where people can scan with their devices, and it will lead the user to the website with further details of the fabric.
Google Advertisement
