UNIQLO’s latest sub-brand of graphic t-shirts was brought to life in a Pitt Street mall activation in Sydney last Friday, via 1000heads.
The activation, branded “UTGO,” featured a three-phase approach, incorporating a physical installation and digital and social components, offering participants the chance to take a personality quiz that pinpointed their ideal UT T-shirt. Through this “WHAT UT RU” virtual experience, they received a voucher for a free UT t-shirt, redeemable at UNIQLO Mid City, Sydney.
UNIQLO also launched a social competition using an AR filter. By sharing their best “WHAT UT RU” selfies, participants could win one of two $500 UNIQLO vouchers.
On the event day, 1000 t-shirts were distributed.
“The UNIQLO UT activation seamlessly blends our technology and creative expertise with a fun personality quiz that matches participants with their ideal UT t-shirt, creating a personalised connection to the brand. It’s an immersive experience that encourages self-expression while showcasing the diverse UT range. We’re proud to partner with UNIQLO to bring this vibrant event to life and celebrate individuality,” said Daniel Koublachvili, 1000heads creative technology director.
“We partnered with 1000Heads to create UT GO, an innovative and engaging experience that perfectly embodied the spirit of Uniqlo’s UT graphic tee collection. Their team developed a unique activation that not only showcased Uniqlo’s diverse UT collections but also gave attendees a personalised connection to the brand through interactive quizzes and AR experiences,” said Molly Condon, Uniqlo campaign marketing manager.
“The event attracted a new, younger audience, aligning with our goal of growing UT brand awareness and celebrating individual expression through fashion. It was a pleasure to collaborative with such a passionate and creative team, and their work truly helped elevate UT in the eyes of Australian customers,” added Condon.
Credits:
Social Transformation and Creative Agency: 1000heads
Fiona Harris – General Manager
Mark Lloyd – Group Account Director
Lena Habkouk – Head of Client Growth
Daniel Koublachvili – Creative Technology Director
Luke Stevenson – Technical Director
Simran Lala – Senior Account Executive
Noah Melamed – Junior Technologist
Derek Tran – Junior Technologist
Joshua Wong – Designer
Jessica Cassiano – Senior Social Executive
Set builders: Alchemy Co Set Builder
Charlie McDonald – Logistics Manager
Emily Lloyd – Project Manager
Anthony Shone – Production Manager
UNIQLO
Molly Condon – Campaign Marketing Manager
Sherry Li – Head of Marketing and PR
