CASE STUDY: How NDL made UNIQLO AIRism Cool

Provided by NDL
UNIQLO asked us to provide promotion management to help raise awareness of their product, AIRism.

What was the Challenge / Background of the Campaign?

UNIQLO asked us to provide promotion management to help raise awareness of their product, AIRism - innerwear that helps keep you cool - to Londoners. As the British tend to remove clothes when it's hot, not add them, AIRism was new to the UK, and relatively unknown.

What was the Campaign Objective?

- Support new product launch & drive sales of Uniqlo AIRism - Raise awareness amongst a captive audience.

What was the Solution?

NIQLO created an online campaign centred around commuters, positioning AIRism products as an essential for hot summer journeys. They challenged participants to pack their ideal commuter survival kit, a 'Qlommuter kit', comprising of four items (including one from a selection of AIRism products) and enter into a prize draw.

What were the Results?

A delighted UNIQLO received over 1,000 prize claims, and a cool 71% prize redemption rate.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsLondon commuters
16 - 24
25 - 34
35 - 44
45 - 54
Both
ABC1
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
LondonAll YearBUILD AWARENESSBRAND STRATEGY
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