Relatively new to the Australian market, UNIQLO needed to be recognised by local shoppers and build their reputation as a go-to shopping destination.

In addition to this, UNIQLO wanted to establish themselves as an innovative retailer—to align with their already established global positioning—within a new market and had just four weeks to do it.

The brief was to raise awareness of UNIQLO in Australia and drive in-store traffic by positioning them as a fashion innovator and the home of t-shirts.

With over 600 different t-shirt designs available at UNIQLO, it was important not to overwhelm our audience (male and female 20-35yrs) with choice. We needed to transform their shopping experience and make finding the perfect t-shirt easy, exciting and personal.

Although t-shirts are a staple item in everyone’s wardrobe, buying them isn’t as basic as one might think. What we choose to wear is influenced by how we feel, so we wanted to help shoppers cut through the clutter.

Our strategy was to showcase the huge range of t-shirts UNIQLO offered, and to demonstrate that no matter who you were or how you felt, we had the shirt to suit you. As a result, we got people to rethink the way they shop, while creating a totally personalised experience with the brand.

Our call to action was simple: Come to UNIQLO and find your perfect t-shirt.

UNIQLO shoppers were fitted with a neuro-headset at the in-store UMOOD booth and shown a range of video stimuli. The neurological responses in their frontal lobe (the part of the brain responsible for mood) were analysed in real-time by a custom-built algorithm that identified their current mood and recommended a t-shirt to match.

UMOOD embraced the modern, stylish and simplistic design philosophy of UNIQLO. We also reinforced the innovative nature of the brand throughout the design’s touch points, from screen animation to the lab coats staff wore. We visualised brain data with playful infographics that represented what was going on inside. Animation was an important part of the interface as it guided shoppers through each step and on a journey through the inner workings of their mind.

To give a taste of the experience and drive traffic in-store, we integrated the technology into Instagram and UNIQLO.com.