LUCKY SWITCH by Dentsu Inc. Tokyo for Uniqlo

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LUCKY SWITCH

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Industry Clothing, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Tsubasa Kayasuga, Kohei Kawasaki
Copywriter Yasuhisa Nito
Designer Ryo Tanizaki, Mayuko Kondo
Released November 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: UNIQLO
Product/Service: CLOTHING
Agency: DENTSU
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://interactive-salaryman.com/pieces/uniqlolsw_e
Copywriter: Yasuhisa Nito (Dentsu)
Creative Director/Technical Direcror: Hiroki Nakamura (Dentsu)
Designer: Ryo Tanizaki (IMG SRC)
Designer: Mayuko Kondo (IMG SRC)
Agency Producer: Shinsaku Ogawa (Dentsu Tec)
Agency Producer: Hajime Yakushiji (Dentsu)
Production Company: (Dentsu Tec /IMG SRC/S2 Factory)
Technical Director/Flash Developer: Qanta Shimizu (IMG SRC)
Flash Developer: Teruo nakanishi (IMG SRC)
Flash Developer: Taku Ichihara (IMG SRC)
Programmer: Hiroyuki Hanai (IMG SRC)
Programmer: Koichi Arakawa (IMG SRC)
Art Director: Tsubasa Kayasuga (Dentsu)
Art Director: Kohei Kawasaki (IMG SRC)
Client Supervisor: Kentaro Katsube (Fast Retailing)
Client Supervisor: Minako Suzuki (Fast Retailing)
Technical Director: Hiroki Nakamura (Dentsu)
Technical Director: Qanta Shimizu (IMG SRC)
Technical Director: Hiroshi Koike (Dentsu)
Project Manager: Tatsuhiko Akutsu (IMG SRC)
Media placement: Web campaign including widget, bookmark - UNIQLO web - 01/12/2009

Results and Effectiveness
UNIQLO's banner ads were voluntarily shown all over the website. Any website could be changed into UNIQLO's media. Clicks of banner ads: 2,809,462 times in just one month. Sales instore: 120% UP, and Sales in the online store: 150% UP. This was also brand new, never-seen-before web advertising.

Creative Execution
We created, not a simple banner ad, but a small blog widget and a bookmark called UNIQLO LUCKY SWITCH. Pushing the switch lets all the images in every website changed into lucky tickets. If you draw a winning ticket, the blog owner and you as well receive a UNIQLO tote bag. The losing tickets are turned into banner ads of UNIQLO on site. With this tool, any site changed into the UNIQLO's ad space, and lots of bloggers were pleased to install it and began to advertise it on their blogs.

Insights, Strategy & the Idea
UNIQLO is a retailer of good quality, low-priced casual clothes. In 2009 year-end sales season, UNIQLO launched “Thank and Return Campaign”. Every day is the sale of the day, and the lucky tickets were distributed instore and online store as well. The winners got cashback. The objective was to create a never-seen-before banner ad to maximise this campaign and let people jump into the online store, and boost the sales during the recession.