In 2014, iconic Japanese fashion label UNIQLO was looking for an agency to launch it’s brand into the Australian market. After an extensive pitch, including a whirlwind flight to Japan, UNIQLO entrusted VML to introduce the brand onto Australian shores.
The playable catalogue that got more traffic than the store.
Swipe left for no. Swipe right for yes! No, we’re not talking about Tinder, we’re talking about exploring and discovering the unique range of clothing UNIQLO has to offer in an intuitive, fun, and memorable mobile interface.
Our brief was to launch iconic Japanese fashion label UNIQLO’S latest range into the Australian market, through an activation which showcased their brand personality and generated demand for products in Australia.
We created a multi-platform game called UNIQLO MATCH, which enabled our audience to swipe through outfits and match items to win. We exposed them to a huge range of looks, learning what they liked along the way, and recommending relevant products. This curated approach to online shopping resulted in UNIQLO’s biggest e-commerce week to date.
When we showcased over 6,500,000 individual items of clothing, we kept the average player engaged for 12:23 minutes. This curated more than 100,000 unique looks, generated over 40,000 new Facebook fans and collected 32,000 new email addresses for its eCRM program. Overall, this sent 47,000 people to the ecommerce website with products in their basket.