Uniqlo’s OOH coup
The brand reimagined its HeatTech clothing as window insulation, generating half a million free ads.
Japanese retailer Uniqlo isn’t expanding into the home insulation business. But a clever creative at Cheil Worldwide linked the brand’s HeatTech clothing line to cold South Korean winters, and managed to turn the idea into 500,000 ads seen in consumers’ homes.
The Heat Tech Window program gave away a branded bubble wrap strip of insulation, customized to fit standard Korean windows, to everyone who purchased an item of Uniqlo’s HeatTech line at one of the country’s 189 stores. The window lining was supposed to raise room temperatures by a couple of degrees, saving an average of 20% on heating costs.
But the real coup was all the free advertising. Half a million strips of branded bubble wrap were given out, popping up in windows throughout the country, contributing to 203% sales growth for HeatTech products.
[iframe_youtube video = “XMjxwiPXR1w”]
Random Cool»
This year’s selection of under-the-radar ideas includes better for the planet deodorant and a way to level up your bread making.
Rethink created a pair of briefs for Prostate Cancer Foundation BC that let men get tested without baring it all.
A replica of the titular TV vessel is offering overnight visits to non-crew members for the first time in 22 years of service.
The beer brand has released paint colours to encourage employees to reclaim their own spaces after years of working from home.
Rethink created an animatronic hen to build hype for Nuggs, a McCain-backed vegan nugget brand.
Leave a Reply