Spreading joy at Christmas time with a playful and festive product-focussed activation
The Joy of Winning activity formed part of Uniqlo’s wider Christmas campaign, centred around demonstrating The Joy of Uniqlo and promoting it as the perfect place to buy gifts for loved ones. Our challenge was to create an online experience that put the product at the forefront, whilst offering a simple and joyful experience for users to raise the profile of the brand as a Christmas shopping destination and collecting leads for marketing communication.
Over 13 thousand entries were converted from 70% of all visits and 50% of those users opted in for marketing comms, which was received as a brilliant result for the brand.
Product and mobile-first
We devised The Joy of Winning; a campaign offering users the chance to collect and win clothing from the Men’s and Women’s lines as well as the opportunity to win a £500 shopping spree at Uniqlo.
To enter the prize draw, players were tasked with using a JOY button to collect three products from either the men's or women's ranges. Once they had collected three items they were then able to choose which one they would like the chance to win.
The experience built on our Prize Media platform was designed mobile first with simple steps and beautiful UI.
Over 6000 users opted in for future comms
Refining mechanics with user testing
Being able to validate the idea and strategy of a campaign is critical to maximise success. Two rounds of user testing were carried out using prototypes to inform and validate key components of the game mechanic. With this information we were able to tweak and refine the user journey from beginning to end as well as improving on the mechanic itself. This helped us increase chances of success by reducing risks before building anything.