International clothing retailer Uniqlo has rolled out a new advertising campaign across stores in Australia it hopes will go viral and bring more customers into its stores.
The first-to-market campaign involves digital billboards featuring a rapidly changing number code.
Customers must take a photo of the billboard with their mobile phone, which captures the code and links them to the campaign’s website.
Upon redemption, the first 250 customers to use the code each day across all billboards will receive a free Heattech top, which can be redeemed in store with a coupon.
Customers who are not part of the first 250 will receive promo codes for the online stores, offering money off purchases over $50.
The campaign runs from May 23 to 29, and hopes to entice new customers to try Uniqlo products.
The company has run similar campaigns in the past, with the most recent one being UMood.
UMood allowed customers to sit in in-store booths, which would use brain activity detectors to gauge reactions to a series of photos.
The customer’s mood was determined through this method, and a colour of t-shirt was recommended.
Brian Walker, chief executive of retail strategy and insight company Retail Doctor Group, says this style of campaign has seen success in Europe.
“What it’s doing is integrating all forms of advertising and branding to build the stores community,” Walker says.
“Uniqlo want’s to bring more people into its stores, and at the same time determine the effectiveness of advertising in those locations.”
Walker says these billboards should be effective in the acquisition of new clients given their unusual nature.
“It acts like a viral piece, people are going to use it and then tell their friends,” Walker says.
Although only 250 lucky customers will receive the free clothes on offer each day, Walker says this shouldn’t cause any customer unhappiness.
“There’s potentially some frustration, but people will realise it’s exclusive, and might be incentivised to come back tomorrow.”