Brand Experience and Activation > Strategy

READY-TO-GO UNIFORMS

WUNDERMAN THOMPSON , Bangkok / WACOAL THAILAND / 2021

Awards:

Shortlisted Spikes Asia
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Overview

Credits

Overview

Why is this work relevant for Brand Experience & Activation?

"Ready-to-Go Uniforms" picked up an overlooked issue like school uniform and use social media to its advantage. The content of it hits home with teenage girls in Thailand and went on to became viral overnight by the use of only a video game and a photo album. Girls across the country not only shared it but also started to question the role and rules of uniform, leading to a social debate. Wacoal have won girls' hearts and achieved sales, but most importantly, it also enabled girls to express themselves freely.

Background

In Thailand, students have to wear uniforms from kindergarten all the way to university. Worst, violations of uniform codes can turn into severe punishments. Self-expression gets seriously suppressed. Wacoal wanted to launch its new “Go Girls” collection, a collection that is comfortable to wear in every action for girls. But they want to do more than just advertise it as just another bra, they wanted to show their belief that girls should be able to express themselves freely with Wacoal always there to support them.

Describe the creative idea

To launch its new bra collection ‘Go Girls’, Wacoal decided to make a statement. In collaboration with Thai forward-thinking designer, Wacoal launched ‘Ready-to-Go Uniforms,” a collection of uniforms that transform themselves the moment girls step out of school. This way girls can express themselves just the way they want. By creating the Ready-to-Go Uniforms, Wacoal expresses their belief that girls should be able to express themselves freely and not be conformed with Wacoal bras always there to support them in every action.

Describe the strategy

As the main target for the products are teenage girls, we thought of how vital it is for them to be able to find themselves in this stage of their lives. But that’s hard to do so in Thailand, even more so in schools where there are strict rules that are there to make them conform. We found that the most tangible symbol of conformation is school uniform – what girls are made to wear since kindergarten all the way to university. So, we created a new kind of uniform that can transform itself into something more so that girls can expresses themselves more freely after school. Then, we launched the idea where we thought teenage girls were, which was also where teachers were absolutely not: Animal Crossing game. Then, the collection became viral on Twitter overnight.

Describe the execution

Working with Thai forward-thinking fashion designer, Wacoal created “Ready-to-Go Uniforms". We launched the collection online, starting with the place we think girls were and teachers were not present: Animal Crossing game. Then, we posted a photo album of the collection on Facebook and received more than 10k shares. The photos of the collection took on and became viral on Twitter overnight with over 50k shares in one day.

List the results

Ready-to-Go uniforms spread like wildfire from school to school, leading into the making of a viral music video. Most importantly, the collection sparked a debate in the society and inspired a movement to rethink school uniforms role led by Thai students across the country. As a result, we gained USD 5.3 million PR value and 174% increase in bra sales on month of the launch.

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