THE LONGEST LINE EVER by K-Concepts for Uniqlo

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THE LONGEST LINE EVER

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Industry Shows, Events & Festivals
Media Promo & PR, Case study
Market Taiwan
Agency K-Concepts
Released August 2012

Credits & Description

Category: Best Launch or Re-launch
Advertiser: UNIQLO
Product/Service: TAIWAN GRAND OPENING
Vice President: Essie Hu (K-Concepts)
Account Manager: Vivian Chen (K-Concepts)
Senior Account Executive: Sylvia Chen (K-Concepts)
Account Executive: Lynn Chen (K-Concepts)
Account Executive: Yin Yang (K-Concepts)
Media placement: Media Tour - Apple Daily, Next Media, Business Weekly, TVBS Weekly, GQ, Men's Uno, VOGUE, MIL - 2010/6/29~7/2
Media placement: Media Gathering - Consumer Beats media, like newspaper, weekly magazine and monthly magazine. - 2010/8/5~8/6
Media placement: Press Conference - Industry and Consumer Beats reporters. - 2010/8/10
Media placement: Press Conference - ALL meidas - 2010/9/6
Media placement: Press Conference - ALL meidas - 2010/10/6
Media placement: Grand Openig Event - ALL meidas - 2010/10/7
Media placement: TV Media Inquiry - ALL TV medias - 10/8~10/10

Summary of the Campaign
Objective
Japanese clothes brand UNIQLO set up its first store in Taiwan in 2010. Our goal was to maximize media reports to create new store momentum and drive sales.

Solution
In this case the key lies in how to manage stakeholders’ expectation. Four months before the opening, we kicked off a wave of media operation to deliver different messages from brand, product to business management to Taiwan media and consumers. Through a compact and focused media strategy and the agency constantly brewing the expectation we contributed to an overwhelming media volume on the opening date.

Result
On the grand opening day (2010/10/7), successfully drives 7,000 customers lined-up to the store, breaking UNIQLO global new store open record. And the line-up crowd lasted over one month.
There were over 100 TV news clippings at 10/7.
Some hot items even sold out on the opening day. Sales of the first month in business were way over the expectation of headquarters.

The Situation
UNIQLO wanted to set up its first store in Taiwan in 2010. Before this opening, their internal survey results illustrated that UNIQLO only had 15% brand awareness in Taiwan. On the other hand, Taiwan's media owned high expectation with this brand. So, how to manage stakeholders’ expectation is also the keypoint.

The Goal
Japanese clothes brand UNIQLO set up its first store in Taiwan in 2010. Our goal was to maximize media reports to create new store momentum and drive sales. The brand spirit of UNIQLO is "Made for All." the target audience are more young-oriented. Through a compact and focused media strategy and the agency constantly brewing the expectation we contributed to an overwhelming media volume on the opening date.

The Strategy
In this case the key lies in how to manage stakeholders’ expectations. Four months before the opening, we kicked off a wave of media operations to deliver different messages from brand, product to business management to Taiwan media and consumers. Through a compact and focused media strategy and the agecny constantly brewing the expectation we contributed to an overwhelming media volume on the opening date.

Execution
From June to October, we adopted different PR tools for different purposes to create specific results:
Media Tour (6/29-7/2 , Taiwan to Tokyo), Media Interview(over 20 times), Press Conference (8/10, 9/6, 10/6total 3 times), Media Gathering(8/5-8/6 product-orientated), Media Inquiry(8/5-10/7), News Release(near 10 times), Grand Opening Event(at 10/7) and so on. Base on the above mentioned, this campaign ran according to the original plan.

Documented Results
On the grand opening day (2010/10/7), successfully drives 7,000 customers lined-up to the store, breaking UNIQLO global new store open record. And the line-up crowd lasted over one month.

There are over 100 TV news clippings at 10/7.

Some hot items even sold out on the opening day. Sales of the first month in
business were way over the expectation of headquarters.