UNIQLO x AIRISM
Living in the air
This new edition of Yoga U invites consumers to breathe with Veronica Blume and AIRism fabrics.
Veronica is a fashion model and actress based in Spain. She is best known to American audiences in the role of Veronica on the television sitcom Out of the Blue.
UNIQLO wanted to breathe with her through the sports collection made with the best technology. To do that, we created a unique space for Veronica in several terraces from Barcelona and an entire communication campaign which will be explained below. We hope you like it!
What did we do?
Spot-Commercial
The essence of the campaign spot was to show the freshness of technology through the delicacy of a Yoga posture. The commercial was filmed with 360 cameras and showed the effect of technology in every movement.Consumers were immersed in an experience that integrated several face-to-face events, digital sessions, and in store experience. The campaign had printed, digital, out of home material.
Online sessions
We invited consumers to breathing sessions with Veronica Blume. Users could access the classes through Uniqlo´s website and social media.
Consumer Experience Activities
We produced three events mainly dedicated to our consumers, and we invited them to sign up for face-to-face Yoga classes with Veronica Blume. According to the campaign concept, the classes were located in three emblematic terraces of the city of Barcelona. In each session, consumers were able to interact with the brand's showroom and test AIRism products.
Challenges achieved.
The communication of the events was through all digital channels. We reached a record of more than 5 thousand registrations in the first week of registration.
Uniqlo & Hilton
The closure event was in collaboration with the Hilton Hotel. A partnership managed by the agency to enhance the characteristics of both brands. More than 1500 consumers attended our classes and product testing.
