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B&T > Media > Isobar launches UMood for UNIQLO
Media

Isobar launches UMood for UNIQLO

Sarah Bamford
Published on: 16th October 2015 at 1:46 PM
Sarah Bamford
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This week Japanese based fashion brand UNIQLO and Isobar Australia launched UMood, a world-first retail activation that helps consumers select from over 600 T-shirts by identifying their mood with neural technology at UNIQLO’s Pitt Street store in Sydney.

Customers take a seat in the UMood machine and watch a series of ten short videos and images, whilst the sensor tracks the customer’s brainwave reaction to that stimulus via a Neuro headset. The brainwave responses are analysed and an algorithm recommends T-shirts that fit their mood. The unit was developed by Isobar and Dentsu Science Jam a Dentsu Aegis Network company.

Uniqlo 1 Uniqlo 2

The activation was supported with a launch Video, an online version of the activation and an Instagram Adventure.

Konrad Spilva, CEO Isobar Group ANZ at Isobar said: “Customers demand choice but they can also find themselves overwhelmed by it.  We set about developing a fun and interesting way to assist them, by analysing their minds. UNIQLO is a fashion pioneer, UMOOD is a great demonstration of that.”

Tracy Lang, UNIQLO Australia’s marketing director said: “Clothing is one of our greatest forms of expression, and every day we express our mood through what we wear,” she said. “We’re excited to be the first retail brand in Australia to experiment with this kind of technology and enable a new shopping experience for our customers.”

 

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By Sarah Bamford
As the Group Communications Manager for Dentsu Aegis Network Australia & New Zealand, Sarah manages the internal and external communications for the company's 20 diverse marketing and communications businesses, ensuring that the ANZ communications strategy is aligned with the Group's global requirements. Before moving into corporate communications, Sarah was an Account Director in PR consulting, developing a strong background in FMCG, lifestyle and property & design. She developed and implemented successful campaigns for clients such as Coles, AGL, Sunbeam, Vitasoy, Triumph, News Limited, Callaway Golf, General Mills (Betty Crocker), Simplot (Bird's Eye), The Royal Mail Hotel, Pan Urban and ANZ. Sarah holds a Bachelor of Arts from The University of Melbourne, a Graduate Diploma in Public Relations from RMIT and is a member of the Public Relations Institute of Australia (PRIA).

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