Mark Hackman
Uniqlo
Train Takeovers
The Job.
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Japanese retailer Uniqlo is bringing their first physical store to the Midwest! They want a local feel without bending the brand.
The Considerations.
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We’re going for user generated content and local press. The store won’t be finished and stocked in time for previews or filming. The brand suggests outreach activities against The Bean and outside Wrigley field but I'm fearing that'll come off as more touristy than local.
The Idea.
We’re not visiting, we’re moving in!
Instead of the obvious locales, let’s get properly into the city.
We created presences at blacktop courts and street markets and a culminating stunt with rides on specially-commissioned Uniqlo train cars on the Red Line. Wrapped inside and out with branding, the cars featured DJ Lani Love and dancing along with a raffle inspired by omikuji fortune-telling.
Hundreds of local culture/fashion influencers rode along and organic word spread fast, resulting in Uniqlo's highest Google Trends score in history. To get the whole thing greenlit, I did have to ride the train for about 8 hours straight, charting every drastic shake or bump to get ahead of liability concerns, but worth it.
