Our objective was to maximise the number of people lining up at the 1st launch of UNIQLO shop on the grand opening day with the longest queue ever.

2,500 people lined up before the opening time and almost 7,000 people purchased that day. It made UNIQLO became the ‘talk of the town brand’ and broke the record of all retail business in Thailand. With the record breaking, news had spread widely both in local news and even more in free media talking about the longest queue waiting before the store opening. It had created a word of mouth through social network and made UNIQLO Thailand the Top Growth Page with fan-pages of over 30,000 in 3 days.

We decided to challenge and interact with all Bangkokian by creating the campaign ‘Uniqube Hunting’ and placing all 9 uniqubes in 9 different locations. Let the customer hunt and complete all 9 photos. Then upload to our uniqube website and be selected picture of the day to receive a 500 baht discount coupon. This is to drive our customer to go to the store and use it only on the Grand Opening day.

By having the campaign ‘Uniqube Hunting’ it announced the brand awareness widely and interactively to all ages and genders to act and share their own individual style. Which is directly relevant to our UNIQLO philosophy ‘Made For All’.