Uniqlo’s trial digital marketing campaign
Japanese retailer, Uniqlo, has launched a first-to-market product trialling campaign for its Heattech range, which uses fast moving images to deliver a unique product code unreadable to the naked eye.
The campaign involves a number of digital billboards installed in high traffic areas near Uniqlo stores across the country, which will flash images at a speed of 20 to 30 frames per second to create a constantly changing unique code.
Consumers can only decipher the code once they take a photo of the display unit on a phone camera – capturing the code in situ.
Shoppers are then asked to upload the five digit code to a campaign website to redeem a free piece of clothing from Uniqlo’s Heattech range.
Tracey Lang, Uniqlo Australia’s marketing director, said the campaign is their way of “surprising and delighting” consumers and to encourage product sampling.
“At Uniqlo we are always looking for different ways to encourage product trial and allow our consumers to experience the hidden details of our range,” Lang said.
“Our garments are created with high-tech fabric to help consumers be more comfortable yet many Australians aren’t aware of these features until they experience the product first hand,” she added.
Lang said they have concluded from their previous campaign ‘U-Mood’, which monitored people’s moods to match them to a T-shirt print, that consumers are always looking for new ways to engage with their products.
“We’re really excited to be at the forefront of product trialling technology with our Uncover campaign, and to be able to deliver memorable experiences to surprise and delight our consumers,” she said.
The Heattech range uses fibres the size of one tenth of a human hair to knit together a super warm, super thin fabric which traps heat whilst absorbing moisture away from the skin.
The campaign will run until May 29.
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