How could we raise brand awareness while reinforcing UNIQLO as a global fashion innovator? With over 600 different t-shirt designs available, UNIQLO shoppers were feeling the effects of choice paralysis.
We saw an opportunity to make their lives easier by helping them decide which T-shirt best reflected their unique personality. Our strategy was to showcase UNIQLO’s huge T-shirt range while creating a fun personalised experience for the customer.
We designed a neurological shopping experience that helped people decide what to buy.
In collaboration with Melbourne University, we created an in-store activation using neuroscience technology to create UMOOD. UNIQLO customers were fitted with a neuro-headset and shown a series of video stimuli. Their neurological responses to the stimuli were then analysed in real-time by a custom-built algorithm that identified their current mood and recommended the perfect T-shirt for them.
Result / Business Effect
- Uniqlo solidified their reputation as a true innovator
- 20 million+ media impressions
- $1.1. million in earned media value
- 2 million+ social media impressions
- Planning to roll out to Singapore, Japan and China