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    UNIQLO launches digital activation for HEATTECH in Melbourne CBD via 1000heads

    UNIQLO brought a giant thermal HEATTECH shirt to the Emporium in Melbourne last Thursday in collaboration with 1000heads.

    The campaign aimed to position UNIQLO as the destination for winter warmth, spark interest in the HEATTECH range, and boost the HEATTECH trial rate.

    Through the creative lens of #StayWarm with HEATTECH, 1000heads, which partnered with Alchemy, built a five metre high HEATTECH shirt complete with infrared heaters and LED lights.

    1000heads developed a digital execution – digital Polaroid pictures captured in thermal heat. As commuters walked through the shirt, they were blasted with hot air from the infrared heaters, emulating the feeling of HEATTECH products and getting their “thermie” (a thermal selfie) taken. Once outside, they scanned a QR code and received their digital Polaroid, which included a retail redemption code for one free selected HEATTECH item.

    Fiona Harris, general manager at 1000heads, said the team wanted to give UNIQLO fans the ultimate experience.

    “We crafted a three-phase approach to the activation, incorporating a physical installation as well as digital and social components all under the umbrella of #Staywarm with HEATTECH,” she said.

    “1000heads approached the experience in a way that merged the IRL activation and the digital experience to drive scale and conversations both on the ground and online.”

    In addition to the oversized shirt activation, UNIQLO launched a nationwide social competition. Using an AR filter, UNIQLO’s audience could share their best “thermies” to win one of two $500 UNIQLO vouchers.

    The competition was promoted through marketing materials at the event and on social media to reach a wider audience beyond Melbourne.

    Credits:

    Social transformation and creative agency: 1000heads

    Fiona Harris – General Manager
    Mark Lloyd – Group Account Director
    Daniel Koublachvili – Creative Technology Director
    Jessica Freeman – Senior Account Manager
    Luke Stevenson – Technical Director
    Simran Lala – Account Executive
    Noah Melamed – Junior Technologist
    Derek Tran – Junior Technologist

    Set building, design and manufacturer for event service and brand activations: Alchemy

    Charlie McDonald – Logistics Manager
    Emily Lloyd – Project Manager
    Anthony Shone – Production Manager

    UNIQLO

    Johanna McNicoll – Marketing Manager

    The post UNIQLO launches digital activation for HEATTECH in Melbourne CBD via 1000heads appeared first on Mediaweek.

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