The harmful effects of UV rays are a concern for many, especially in a tropical country like Indonesia, where sun exposure is a daily reality.
To educate the public and promote its UV Protection product line, UNIQLO Indonesia launched an engaging campaign at Senayan City, Jakarta. The goal was to raise awareness about the importance of UV protection, drive customer engagement, and ultimately increase sales for the UNIQLO UV Protection collection.
With the help of INTERFACE, the campaign was brought to life through an innovative and interactive activation that attracted hundreds of visitors.
In this blog, we’ll take a closer look at how INTERFACE successfully executed the UNIQLO UV Protection campaign, leveraging strategic partnerships, creative booth designs, and an engaging vending machine experience to captivate audiences and deliver a memorable brand experience.
Campaign Overview: Promoting UV Protection Through an Interactive Activation
The UNIQLO UV Protection campaign was designed to educate and engage customers about the benefits of UV-protective clothing.
With the message centered around “Stay Protected, Stay Stylish,” the campaign targeted active individuals, sports enthusiasts, and local communities who prioritize both functionality and fashion in their clothing choices.
Key Campaign Details:
Objective: Raise brand awareness, promote UNIQLO’s UV Protection product line, and increase customer engagement.
Target Audience: Sports enthusiasts, Millennials, and local communities in Jakarta.
Location: UNIQLO UV Protection Booth at Senayan City, Jakarta Selatan, Indonesia.
Duration: One weekend activation aimed at maximizing foot traffic and conversions at the Senayan City store.
Execution Strategy: Bringing the UNIQLO UV Protection Campaign to Life
To create a buzz around the UV Protection product line, INTERFACE executed a comprehensive event activation strategy focused on engaging customers and driving sales.
The core attraction was a UNIQLO UV Protection Booth set up right in front of Senayan City. The activation featured interactive elements designed to educate, entertain, and incentivize visitors to shop.
Key Highlights of the Activation:
Interactive Booth with a Vending Machine Gimmick One of the main attractions of the activation was a vending machine that dispensed mystery box prizes to customers who made a purchase at the UNIQLO store in Senayan City. This unique gimmick not only encouraged purchases but also provided a fun and memorable experience for customers, further enhancing brand engagement.
Collaborations with KOLs and the Community To amplify the campaign’s reach, UNIQLO collaborated with Key Opinion Leaders (KOLs) and community groups. KOLs were invited to visit the booth, try out the vending machine experience, and share their impressions on social media. Their participation helped generate excitement and attract more visitors to the booth.
Educational Content and On-Site Activities The booth also featured educational content about the benefits of UV protection and how UNIQLO’s innovative technology helps shield the skin from harmful rays. This educational angle helped position UNIQLO as not just a fashion brand but also a health-conscious choice for active individuals.
Exclusive Discounts and Offers To further incentivize purchases, exclusive discounts were offered at the Senayan City store during the campaign period. Customers who visited the booth received special vouchers, encouraging them to make in-store purchases and participate in the vending machine experience.
Challenges & Solutions: Attracting Traffic and Boosting Engagement
One of the primary challenges for the campaign was to attract high foot traffic to the UNIQLO UV Protection Booth and convert booth visitors into store shoppers.
Here’s how INTERFACE tackled this challenge:
Traffic-Driving Promotions The team distributed flyers around Senayan City and nearby areas, invited media to cover the activation, and collaborated with KOLs to spread the word on social media. These efforts created a strong buzz around the event and successfully attracted a steady stream of visitors.
In-Store Incentives to Drive Purchases To convert booth visitors into buyers, the campaign included various in-store promotions such as gift vouchers and exclusive discounts. The vending machine gimmick—a fun and engaging way to win mystery box prizes—further encouraged customers to shop at the Senayan City store.
Creating a Shareable Experience The combination of interactive elements, social media collaborations, and unique experiences made the booth highly shareable. Visitors were encouraged to take photos, post on social media, and tag UNIQLO Indonesia, which helped extend the reach of the campaign beyond the physical location.
Results & Impact: A Successful Activation with Increased Sales & Engagement
The UNIQLO UV Protection campaign at Senayan City successfully captured the attention of Jakarta’s active communities and generated strong engagement and sales results:
Visitor Traffic: The booth attracted 1,000+ visitors over the campaign period, surpassing expectations for a weekend activation.
Customer Engagement: 50% people engaged with the vending machine and won various mystery box prizes, creating a lively and fun atmosphere at the booth.
Sales Impact: The activation contributed to a 15% increase in sales at the Senayan City UNIQLO store during the campaign, demonstrating the effectiveness of combining interactive experiences with in-store incentives.
Why This Brand Awareness Campaign Stands Out
The success of the UNIQLO UV Protection campaign can be attributed to a combination of creative strategy, impactful collaboration, and an engaging customer experience. Here’s what made this campaign unique:
Innovative Use of Gimmicks to Drive Engagement The vending machine gimmick provided a compelling reason for customers to shop, making the entire experience more interactive and memorable.
Strategic KOL Collaborations By partnering with KOLs, UNIQLO was able to amplify the campaign’s reach and attract more visitors to the booth, further driving engagement and brand awareness.
Seamless Integration of Education and Entertainment The campaign balanced fun elements with educational content, positioning UNIQLO’s UV Protection products as both a stylish and functional choice for active consumers.
How INTERFACE Can Help Your Brand Create Memorable Campaigns
At INTERFACE, we specialize in creating impactful event activations that blend creativity, strategy, and flawless execution to deliver real results.
Whether it’s a product launch, brand activation, or experiential marketing campaign, our team has the expertise to bring your vision to life and engage your audience in meaningful ways.
Looking to elevate your next campaign with a standout activation like the UNIQLO UV Protection event? Contact INTERFACE today to learn how we can create a unique and memorable experience that drives engagement and achieves your business objectives.