A five meter UNIQLO thermal shirt hits Melbourne CBD

By AdNews | 11 June 2024
UNIQLO via 1000heads.

Japanese retailer UNIQLO brought a five-meter thermal HEATTECH shirt to the Emporium in Melbourne via social transformation company 1000heads.

The campaign, with the creative lens #StayWarm, aims to position UNIQLO as the destination for winter warmth, sparking interest and boosting HEATTECH trial rates.

As commuters walked through the shirt, they were blasted with hot air from the infrared heaters and LED lights 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.

UNIQLO also launched a nationwide social competition, using an AR filter the 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.

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

"So 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," Harris 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."

UNIQLO marketing manager Johanna McNicoll said the brand was so excited to bring HEATTECH to life through this immersive activation and to close the loop with a free sample.

"Allowing Melburnians to see for themselves just how great our HEATTECH thermals really are, right as we begin to feel the cold bite of winter," McNicoll said.

"A beloved product category globally, HEATTECH is light, warm and versatile, and a perfect addition to any Australian’s winter wardrobe.”



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


Johanna McNicoll – Marketing Manager

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus