the7stars

Case studies

Uniqlo

Brief

Uniqlo were launching their two new flagship stores on Oxford Street and wanted the whole of London to know about it! Making sure that it went with a bang and that massive customer numbers were sustained was of paramount importance. The key objective was to reposition the brand away from 'discount' towards 'cool, urban fast fashion'

Insight

Uniqlo is a unique brand, with strong Japanese heritage. Gaining popularity with London’s uber cool non conformists we wanted to create a media solution that delivered against that.

Solution

To create anticipation and excitement, a teaser campaign was utilised within t he London freesheets - great media to reach a young “on the move” London. Media-first formats were used - a Metro cover wrap and a London Lite hi-jack with a bespoke “must do tonight” space - all replicated online. Brand-to-hand was also used with an origami leaflet given out on day of launch by Uniqlo dressed personnel. The creative use of space and volume of activity gave us fantastic stand out in a cluttered environment.

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