Lucky Cube with Maru by Digitas New York, Razorfish New York for Uniqlo

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Lucky Cube with Maru

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Industry Apparel, Clothing & Footwear
Media Film, Digital, Interactive & Mobile
Market United States
Agency Digitas New York
Art Director Allyson Paisley, Kurtis Powers, Wheeler Preddy
Copywriter Howard Mynt
Producer Eric Tao, Avi Walsky
Agency Razorfish New York
Released May 2012

Awards

Clio Awards, 2013
Branded Entertainment & Content Games Silver

Credits & Description

Advertiser: UNIQLO
Agency: DIGITAS
Category: Retail & E-Commerce, including Restaurants
Advertising campaign: LUCKY CUBE WITH MARU
Copywriter: Howard Mynt (Digitas)
Producer: Avi Walsky (Digitas)
Vp Account Director: Christine Bender (Digitas)
Art Director: Kurtis Powers (Digitas)
Evp Executive Creative Director: Matt D'ercole (Digitas)
Associate Director Project Management: Parrish Griggs (Digitas)
Vp Creative Director: Jesse Suchmann (Digitas)
Lead Ux: Kyle Outlaw (Razorfish)
Chief Creative Officer/North America: Lincoln Bjorkman (Digitas)
Evp Group Account Director: Mark Kiernan (Digitas)
Program Director: Susannah Williams (Razorfish)
Producer: Eric Tao (Digitas)
Lead Creative: Marcus White (Digitas)
Art Director: Wheeler Preddy (Digitas)
Art Director: Allyson Paisley (Digitas)
Svp Group Creative Director: Atit Shah (Digitas)
Group Creative Director: John Antoniello (Razorfish)

Client Brief Or Objective
UNIQLO, the quirky Japanese retailer, was preparing to open their first west coast U.S. location in downtown San Francisco -- a city that had never heard of UNIQLO and didn’t know what the brand stood for. Our assignment was to introduce UNIQLO to SF for the first time. Our top priorities were: 1. Generating social buzz and press attention2. Encouraging visits to the new storeTo accomplish this, we needed to partner with an unconventional influencer to help us break through.

Implementation
We decided to bring along a Japanese ambassador. One that was aligned with our playful brand values, popular enough to generate viral buzz, yet affordable enough to work a limited budget.Enter Maru, the Japanese YouTube celebrity (who also happens to be a cat)! Maru is widely adored in web-savvy San Francisco! Maru and UNIQLO arrived in SF hand-in-paw and -- like any polite Japanese guests -- brought gifts for everyone! Some gifts were downloadable/sharable (generating social buzz), others could be picked up in the new store (encouraging visits).

Execution
Maru’s famous box-jumping antics were the perfect vehicle for giving away our UNIQLO gifts. We called the experience “Lucky Cube,” an interactive game where by simply logging in with Facebook, Maru would select one of four Lucky Cubes just for you! Each cube contained a UNIQLO prize.From a brand perspective, Maru was also a perfect fit: both are Japanese, playful, extremely web-savvy, and loved by people from all walks of life -- echoing UNIQLO’s “made for all” attitude.Last but not least, the unexpected partnership got everyone talking: generating press, viral buzz, and much curiosity about the new store.

Outcome
The game went viral. More than 25,000 people played.  There were write-ups everywhere from TIME Magazine to Tumblr, with 144 blog mentions. Over ¼ Million people tuned to watch the trailer on YouTube -- a new UNIQLO record. It went viral on Twitter, inside and outside of SF, generating more than 11,000,000 Twitter impressions. Most importantly, San Francisco welcomed up with open arms. People lined up around the block to visit us on opening day! Proving that a famous feline, a magic cube, and a great idea, can transform a store opening into a cultural event.