Advertiser: Uniqlo Malaysia Brand: Uniqlo Creative Agency: Tribal DDB Credits: Wong Tse San (Client Services Director), Vincent Ong (Associate Account Director), Queenie Phang (Media Buyer), Yasuhiro Hayashi (Division Manager, Uniqlo Singapore), Seiu Iwamoto (Global Marketing & Communication, Uniqlo (Tokyo Office)
With just one week before the first-ever launch in Malaysia, the challenge of gathering a crowd to queue for the store opening was still in suspense. Thousands of comments were flying around in cyberspace and social networks about Uniqlo’s imminent store opening. But will they actually turn up in person?
Radio is a high affinity medium amongst our audience and in this last mile of countdown to the event of the year; we had to ensure the heat was on! Using radio as the springboard, we spun a strategy which made the un-cool practice of queuing up… cool! Ultra cool DJs were handpicked from top radio stations to lead the ‘movement’. The biggest live show to go on air was about to begin!
One week prior, DJs introduced Uniqlo on air during the most popular radio shows in town! They also drove listeners online to interact with the brand. The night before, selected DJs were chosen to model Uniqlo clothes at an exclusive pre-opening party. On the opening day itself, HitzFM led the countdown to the store opening “live” whilst MyFM broadcasted “live” from within. By turning DJs into Uniqlo’s biggest fans, they led the Uniqlo revolution.
A world record was achieved. Some 500 people actually started to queue from the night before! Malaysia’s queue of 5,630 surpassed Taiwan’s 2,500, Moscow’s 1,500 and New York’s 2,000, making the Uniqlo Malaysia launch the MOST successful Uniqlo opening in the world… ever!