UNIQLO promotes T-shirt sub-brand UT with Pitt Street Mall activation via 1000Heads
‘The event attracted a new, younger audience, aligning with our goal of growing UT brand awareness.’
To promote the UNIQLO UT sub-brand of graphic T-shirts, created in collaboration with renowned brands and designers, the clothing company partnered with the social transformation company 1000heads for a dynamic UNIQLO UT Experience at Pitt Street Mall in Sydney last week.
This event showcased the diverse UT range through an engaging and interactive activation. The UNIQLO UT range of T-shirts champions culture and individuality, fusing fashion, art, music, and self-expression. The key message was: UT empowers consumers to unapologetically showcase their interests and personality through fashion choices.
The activation, branded ‘UTGO,’ featured a three-phase approach, incorporating a physical installation as well as digital and social components, offering participants the chance to take a personality quiz that pinpointed their ideal UT T-shirt.
Through this ‘WHAT UT RU’ virtual experience, they received a voucher for a free UT T-shirt, redeemable at UNIQLO Mid City, Sydney.
To generate more awareness around the collection, UNIQLO also launched a social competition using an AR filter. By sharing their best "WHAT UT RU" selfies participants could win one of two $500 UNIQLO vouchers.
On the event day, 1000 T-shirts were distributed, and an array of UT T-shirts was displayed, highlighting some of the most popular brand collaborations.
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Daniel Koublachvili, 1000heads creative technology director, said: “The UNIQLO UT activation seamlessly blends our technology and creative expertise with a fun personality quiz that matches participants with their ideal UT T-shirt, creating a personalised connection to the brand. It’s an immersive experience that encourages self-expression while showcasing the diverse UT range. We’re proud to partner with UNIQLO to bring this vibrant event to life and celebrate individuality.”
Molly Condon, Uniqlo campaign marketing manager said: “We partnered with 1000Heads to create UT GO, an innovative and engaging experience that perfectly embodied the spirit of Uniqlo’s UT graphic tee collection. Their team developed a unique activation that not only showcased Uniqlo’s diverse UT collections but also gave attendees a personalized connection to the brand through interactive quizzes and AR experiences. The event attracted a new, younger audience, aligning with our goal of growing UT brand awareness and celebrating individual expression through fashion. It was a pleasure to collaborative with such a passionate and creative team, and their work truly helped elevate UT in the eyes of Australian customers.”
Campaign credits
Social Transformation and Creative Agency: 1000heads
Fiona Harris – General Manager
Mark Lloyd – Group Account Director
Lena Habkouk – Head of Client Growth
Daniel Koublachvili – Creative Technology Director
Luke Stevenson – Technical Director
Simran Lala – Senior Account Executive
Noah Melamed – Junior Technologist
Derek Tran – Junior Technologist|
Joshua Wong – Designer
Jessica Cassiano – Senior Social Executive
Set builders: Alchemy Co Set Builder
Charlie McDonald – Logistics Manager
Emily Lloyd – Project Manager
Anthony Shone – Production Manager
UNIQLO
Molly Condon – Campaign Marketing Manager
Sherry Li – Head of Marketing and PR
