Uniqlo Promo UNIQLO LUCKY LINE by Dentsu Inc. Tokyo

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Industry Clothing
Media Promo & PR
Market Japan
Agency Dentsu Inc. Tokyo
Director Hisayoshi Tohsaki, Keigo Nakanishi
Creative Director Yasuharu Sasaki
Art Director Shoko Watanabe
Copywriter Kazuomi Goto
Designer Noriko Watanabe
Producer Toshifumi Oiso, Shinsaku Ogawa
Illustrator Eboy Fernandez
Released May 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: UNIQLO
Product/Service: CLOTHING
Agency: DENTSU
Date of First Appearance: May 24 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://interactive-salaryman.com/pieces/luckyline_e/promo.html
Creative Director: Yasuharu Sasaki (Dentsu)
Art Director: Shoko Watanabe (Dentsu)
Copywriter: Kazuomi Goto (Dentsu)
Producer: Shinsaku Ogawa (Dentsu Tec)
Illustrator: eboy
Director: Keigo Nakanishi (1-10 Design)
Director: Hisayoshi Tohsaki (The Strippers)
Technical Director: Kenichi Nagai (1-10 Design)
Motion Designer: Yoshihiro Yasuda (1-10 Design)
Designer: Noriko Watanabe (1-10 Design)
Technical Director: Tomohiro Otsuka (The Strippers)
Technical Director: Arata Kobayashi (The Strippers)
Programmer: Takakuni Matsuishi (1-10 Design)
Programmer: Jun Kuriyama (S2 Factory)
Programmer: Asako Watanabe (S2 Factory)
Producer: Toshifumi Oiso (Engine Plus)
Media placement: Website - UNIQLO Website - 24 May 2010
Media placement: Social Media - Twitter - 24 May 2010
Media placement: Social Media - Facebook - 24 May 2010
Media placement: Social Media - Renren - 1 Dec 2010

Describe the objective of the promotion.
Our aim was to set the mood for the next UNIQLO special sale, boost sales, and to lead people from the web to real stores.

Describe how the promotion developed from concept to implementation.
If there is a crowd of people on a website, people can know which site is “in” now.
To create a big buzz about the special sale and the UNIQLO website, we invented a “waiting line” on a website.

We made people wait in a waiting line, “UNIQLO LUCKY LINE”, for the special sale on the UNIQLO website using Twitter and Facebook. If people made tweets, they could join the line and get discount coupons for real stores.

Explain why the method of promotion was most relevant to the product or service.
To set the mood for the special sale, the best way is changing just the "sale" into a "festival" or "entertainment".
If people see their friends are enjoying a festival through Twitter or Facebook, they also want to join in.
The waiting line on a website is the simplest entertainment for people to enjoy the waiting time.

We also provide a way from the website to the real stores. We gave discount coupons according to the number of the waiting line. People were not only playing on the website, but they went to the real store with the coupon.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The world’s first waiting line on the website created a big buzz. Tons of people made a line on the UNIQLO website: 180,000 people in Japan, 630,000 in Taiwan and 1,300,000 in China. “UNIQLO LUCKY LINE” once became the top worldwide trend word on Twitter. People also made a line in front of the real stores, and UNIQLO set a single day sales record in Japan of more than 10 billion yen.