Entertainment > Branded Entertainment

UNIQLO NYC NOW

MOUNT, Tokyo / UNIQLO / 2012

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Overview

Credits

Overview

CampaignDescription

UNIQLO’s global flagship store on Fifth Avenue and UNIQLO’s New York store on 34th Street both opened in October 2011.For the opening of these 2 stores, we sent a filmmaker to NYC in August, who started shooting footage of day-to-day life in the city.Starting by filming an everyday streetscape of NYC, the footage covered advertising on transit media such as trains, buses and cabs, as well as the openings of pop-up stores and other related events, documenting UNIQLO’s progress in taking over NYC.

Effectiveness

At the launch of the new stores, the concluding edit of the film was finalised using all the footage shot over 90 days. Our website was revamped at the same time. The new website now publicises UNIQLO’s strong presence in NYC with 3 stores, including our 2 new ones, plotted on an illustrated map of NYC, and with all the footage archived there as well.

Implementation

‘NYC Now’ was adopted as the phrase to represent UNIQLO’s spread all over the city, through a variety of real-time information about pop-up stores and related events, in chatter about NYC on Twitter and foursquare, not to mention the accumulated footage, uploaded daily along a timeline on our website, presented against the background of an animated map of NYC incorporating GPS data.

Outcome

The website, which informed people of UNIQLO's presence in NYC, increasing their anticipation for the opening of the stores, has received a tremendous amount of visitors.

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