Inviting London to Uniqlo's flagship store launch
Project Objectives
Uniqlo
Incentivised Promotional Campaign
The Unlock Utopia digital activity formed part of the 'This Way To Utopia' multi-channel campaign for UNIQLO to coincide with the relaunch of their London flagship store at 311 Oxford Street.
Graphite's role was to invite customers to visit the store on the opening day, encouraging as many as possible to be there and capturing their contact details for future marketing.
Provided Services
58% of online registrants opted-in for future communications
Utilising the wider campaign's artwork across the campaign pages in a way that showcased the TV advert as well as the promotional suite featuring the 6 campaign ambassadors shot by Rankin. We devised an identity for Unlock Utopia inspired by the wider campaign creative, but with the aim of it also standing out in its own right.
Designing effectively and beautifully for mobile was a big consideration so we ensured the experience was just as rich as on larger screens.
6,000 codes requested, 2,400 of those redeemed their codes in store on launch day
Driving engagement online and offline
The Unlock Utopia campaign offered customers the chance to ‘Win a Key To the City’ by using a unique code to unlock one of 30 VIP London experiences at the opening day event.
To encourage both offline and online audiences to attend the reopening, codes were delivered through two channels: by registering for a code online during the days leading up to the event or on a flyer distributed around Oxford Street.
Customers from both routes were instructed to head to the 311 store on launch day. To process their codes and check if they had won, we used our proprietary promotions platform Prize Media to create an iPad-optimised ‘redemption’ tool, supported by an enthusiastic Unlock Utopia promotion team.
30 VIP prizes won, and lots of happy shoppers!
