Uniqlo Outdoor, Digital, Case study Heat Tech Window by Cheil Seoul

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Heat Tech Window

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Industry Apparel & Accessories Stores
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study
Market South Korea
Agency Cheil Seoul
Creative Director Hyungkyun Oh, Sungphil Hwang
Art Director Hyungkyun Oh, Sungphil Hwang
Junior Art Director Taeyul Ko
Copywriter Hyungkyun Oh, Sungphil Hwang
Designer Wanmo Koo, Jeakyun Kim, Sungjin Lee
Production Junpasang Production Seoul
Released October 2016


Cannes Lions 2017
Outdoor Ambient: Non-Standard Indoor Advertising Bronze Lion

Credits & Description

Media: Case Film
Category: Clothing & footwear
Client: Uniqlo
Agency: Cheil Worldwide Seoul
Country: Korea (south)
Junior Art Director: Taeyul Ko
Head of Creative Division: Wain Choi
Art Director: Sungphil Hwang
Art Director: Hyungkyun Oh
Copywriter: Sungphil Hwang
Copywriter: Hyungkyun Oh
Designer: Wanmo Koo , Jeakyun Kim, Sungjin Lee
Creative Director: Hyungkyun Oh
Creative Director: Sungphil Hwang
Design Agency: Bounce Creative
Production Company: Junpasang Production
Cheil Worldwide has created an advertisement for Uniqlo that not only promotes its heat-generating thermal wear, HEATTECH, but actually keeps people warm. Last winter, Cheil launched HEAT TECH WINDOW campaign to offer real warmth to consumers in severely cold weather. HEAT TECH WINDOW uses bubble wrap, commonly used for packaging fragile items. Its layer of air-filled hemispheres blocks the heat conduction between indoor and outdoor, thus raising the room temperature. Just by attaching the HEAT TECH WINDOW to the window, the temperature of the room rises by 2-3°C (3.6-5.4°F). This saves an average of 20% on heating costs. With logo of HEATTECH printed on each, and the size to fit regular window sizes in Korea, 500,000 HEAT TECH WINDOWs were handed out to consumers for free via all 189 Uniqlo stores in Korea with each purchase of a HEATTECH product.
The Brief:
Winters Are Cold. The High Heating Cost In Korea Makes People Feel Even Colder. So We Wondered – Just As Uniqlos Clothes Keep People Warm, Could Their Advertisement Keep Them Warm, Too? Actually Warm?
The Strategy:
Bubble Wrap, Which Is Commonly Used For Packaging, We Created An Advertisement That Is Actually Warm – The Heat Tech Window. Just By Applying The Heat Tech Window To A Window, The Room Temperature Rises By 2~3°C (3.6~5.4°F). 1) The Layer Of Air Blocks The Heat Conduction Between The Outside And Inside, Raising The Room Temperature. Applying The Heat Tech Window Saves An Average 20% On Heating. 2) Its The Solution To Reduce The Heating Cost That Is So Expensive In Korea By Means Of Affordable Bubble Wrap Normally Used For Packaging. Furthermore, The Logo Of The Heat Tech Thermal Wear Is Printed On The Heat Tech Window, Which Makes All The Windows Across Town On Which It Is Applied Into New Advertising Media For Uniqlo. 1) Air Cap Insulation Estimation, 2015 / Korea Institute Of Building Construction 2) Winter Heating Cost Saving Plan / Ministry Of Knowledge Economy
The Execution:
This Campaign Ran From November 4 Until December 31, 2016 In All Uniqlo Stores In Korea. A Heat Tech Window Was Given For Free With Each Purchase Of A Heat Tech Thermal Wear Product. 500,000 People Were Given A Heat Tech Window, Which Was Then Applied To Their Window At Home. We Also Created A Campaign Video Showing How The Heat Tech Window Was Applied, Which Was Released On Various Social Media Such As Youtube, Facebook And Instagram, And Reached 30 Million Impressions Within A Month. With A Population Of About 50 Million, The Campaign Reached 3/5 Of All Koreans.
The Result:
During The Campaign Period, 500,000 Heat Tech Windows Were Handed Out To Consumers And Applied On Their Windows. Out On The Streets, Those Windows Had Become New Advertising Media. In A Clever Way, Uniqlo Gained 500,000 Ooh Advertisements During The Winter Period The Campaign Video Reached 30 Million Impressions Online. As A Result, Heat Tech Sales Recorded A Year-On-Year Growth Of 203%. By Saving An Average Of 20% On Heating Through The Heat Tech Window, Koreas Gross Monthly Heating Cost Was Reduced By Approx. $13 Million In The Winter Of 2016. 3) The Campaign Garnered Widespread Attention And Was Featured In 72 Different Korean Media Outlets. “A Must-Have For This Winter” – The Huffington Post Korea ”A Campaign That Even Saves Heating Cost” – Asia Economy ”A Gift From Uniqlo That Brings Warmth” – Seoul Tv 3) Calculations Based On Data Published By The Ministry Of Knowledge Economy