How We Made UNIQLO the Go-To for Winter Warmth with #STAYWARM Innovation

UNIQLO’s goal was to position its HEATTECH range, which uses advanced technology to retain heat in cold conditions, as the leader in winter warmth. Research showed that adverse weather sparked significant online discussions, with Sydney contributing nearly 30% of Australia’s cold weather social mentions. The challenge was to intercept these conversations and integrate HEATTECH into the narrative to drive brand awareness and product trial.

We crafted a groundbreaking campaign centered on the question: How does it feel to #STAYWARM with HEATTECH? The approach included:

• Imagination: Installed a 5m tall HEATTECH shirt in Sydney’s Martin Place, featuring a walk-through tunnel with heaters and red LED lights to create an immersive experience that captivated the public.

• Implementation: Enabled visitors to activate a FLIR (Forward-Looking Infrared) camera to visualize their body’s hot and cold spots on a screen, emphasizing the importance of heat retention. Participants received thermal selfies with redeemable codes for a free HEATTECH gift at a nearby UNIQLO store.

This bold Out-of-Home activation transformed a product feature into an engaging, memorable experience.

The #STAYWARM campaign delivered exceptional results, with over 700 people queuing by 7am, 1,785 total participants, and 1,655 redemptions. Media coverage, viral selfie shares, and a tenfold boost in social media reach drove a 20% year-on-year increase in HEATTECH sales. The campaign earned a Shorty Award for Best in Fashion and a Mumbrella CommsCon Award for Best Use of Technology, solidifying UNIQLO’s position as the go-to brand for winter warmth.