UNIQLO goes from Tokyo to Singapore to Malaysia via Tribal DDB

January 13, 2011


Riding on the successful launch of UNIQLO in Singapore, Tribal DDB was rewarded with a journey up north, to launch in Malaysia.

With a flagship store due to open in Kuala Lumpur, the brief was to reach out to young, trendy consumers in a country that spans 329,750 sq km.

The vehicle of choice was new media, for a trail-blazing idea that generated buzz across the various states of Malaysia for the UNIQLO store in KL.

GO UNIQLO was an experiential website that took Malaysians, from whichever state they logged on, on a trail to the UNIQLO store.

Using Google Map technology, it revealed places of interest and landmarks (extracted from user-generated photos in Panoramio) along the journey. UNIQLO apparels were interspersed along the trail to showcase the product range.

An all-expense-paid trip to Tokyo and shopping vouchers were also up for grabs. Getting there was already half the fun!


Just three weeks into the campaign, over 1.54 million pageviews and 186,000 visits were garnered. The average time spent was 8.28min per user.

That’s a massive amount of brand interaction, which TV or print wouldn’t even have achieved, at a fraction of the cost.

Half of the site visitors were from outside KL city. In fact, it attracted users globally from 89 countries!

4,000 customers queued for the UNIQLO store opening, with some having queued for 12 hours! Together with good old coupon marketing, shopping vouchers from GO UNIQLO saw 30% redemption in the first month of opening.

Now, that’s a new age way for ideas to travel. Welcome online!

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