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UNIQLO HEATTECH

LONDON, UK

Revitalising Product Launches: Engaging Uniqlo Customers Beyond Conventional Marketing

Building excitement for a product launch is essential for brand awareness, but traditional methods like email blasts, countdowns, and social media posts can become stale over time. Uniqlo faced the challenge of creating a fresh and engaging way to showcase the energy-saving properties of their new 'Heattech' range.

With customers potentially losing interest in repetitive marketing tactics, Uniqlo needed an innovative approach to captivate their audience and highlight their product's unique benefits.

 

Step Into Innovation: Uniqlo’s Interactive Energy-Saving Game with Pavegen

Uniqlo partnered with Pavegen to develop a dynamic and immersive experience that linked their 'Heattech' range with the concept of energy saving. Leveraging Pavegen’s clean energy-generating tiles, Uniqlo created an interactive game that invited shoppers to participate in a step-sequence challenge. Participants mimicked a sequence of steps on the Pavegen tiles, which converted their movements into energy. This energy was then visually represented, showcasing the concept of energy savings in a fun and engaging way.

The game not only provided a break from routine but also allowed players to earn exclusive 'Heattech' merchandise as a reward for their participation. This interactive installation effectively brought Uniqlo’s product to life, offering customers a novel and enjoyable way to connect with the brand while experiencing the innovative energy-saving technology firsthand.

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GAMIFYING
SIEMENS PURPOSE

Pavegen is based in King’s Cross, in the heart of London’s tech revolution. We’re just a few minutes’ walk from King’s Cross and St. Pancras International Stations. Our research and development centre operates in Cambridge, the innovation hub of the country.

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Energising Retail Engagement

How Uniqlo’s Interactive Game Amplified Brand Connection and Product Awareness

The interactive energy-saving game successfully rejuvenated Uniqlo’s product launch strategy, turning a traditional marketing campaign into a lively and participatory event. Shoppers enjoyed a unique experience that combined play with practical insights into the 'Heattech' range's benefits.

By engaging customers through a hands-on activity and offering tangible rewards, Uniqlo enhanced brand connection and left a lasting impression on participants. This creative approach not only elevated the product launch but also demonstrated Uniqlo’s commitment to innovation and customer engagement in a memorable way.