Campaign details

Brand: Uniqlo
Brand owner: Fast Retailing
Agency: Mindshare China
Country: China
Industries: Clothing & fashion retail
Media channels: Mobile & apps, Outdoor, out-of-home, Sales promotion, Social media
Budget: 500k - 1 million

Executive summary

Uniqlo opened its biggest store yet in Shenzhen, China's Silicon Valley, with installations tailored specifically to the affluent city. At a time when the convenience of e-commerce is winning consumer attention, getting Shenzhen customers through the door was a huge challenge.

Uniqlo needed to drive offline traffic to the flagship store in Shenzhen, as well as attract online shoppers. Although online shopping is helping the entire retail category grow 29%, offline sales still take more than 74% of sales for China's consumer brands. (Source: Nielsen)