The document outlines a marketing strategy for Uniqlo aimed at increasing awareness among Singaporean youths through an interactive outdoor dressing room. This installation utilizes augmented reality at public transit locations to allow users to virtually try on Uniqlo clothing and share their experiences on social media for feedback from friends. The approach taps into the popularity of public transport and social networks to engage the target demographic effectively.

1. Uniqlo Outdoor Dressing Room

2. Uniqlo is poorly located in ION Orchard, an upscale
Challenge mall with stores like Harry Winston. How can we
get Singaporean youths aware of Uniqlo’s opening?

3. Consumer Insights

Most young Singaporeans use public transporta3on to get around
(Singapore Census Bureau)

4. Consumer Insights

Social networks are extremely popular
to youths in Singapore (for instance, 1.65 million
Singaporeans use Facebook)

5. Consumer Insights

87% of people trust the opinions of their friends (Nielsen
Online Global Consumer Study – April 2007)

6. What if instead of going over to a clothing store, you
could bring the clothing store to you?
And get your friends’ opinions on how the clothes
look on you without them having even to leave their
rooms?

7. Solution
The Uniqlo Outdoor Dressing Room
Medium
• A video-enabled interactive outdoor installation leveraging on
Augmented Reality.
• Located at bus-stops and MRT stations near youth centric hangouts.
What it Really Is
An interac*ve outdoor installa*on that allows you to try on the latest
Uniqlo styles, to encourage the you to visit the new UNIQLO store. If we
cannot bring Rachel to the store, we will bring the store to Rachel.

8. The Execution
When idle, the installation flashes the latest styles from UNIQLO. Screen
elements light up as people pass by, to compel passerby to come forward.

9. The Execution
When a person comes forward, they
are invited to select styles to try
out from UNIQLO’s latest collection.
Using augmented reality, the
selected clothes are superimposed
on their image.
This allows them to try the clothes
without having to even walk into
the store.

10. The Execution
Users save their favorite styles by
entering their mobile phone
number. Users retrieve the shots
directly via their mobile phone
browser, or via a URL sent to them
on SMS using the provided 5 digit
code provided.

11. The Execution
Users are given the option to
share their pictures on their
social networks, to solicit
opinions of their friends on
which clothes work best on
them (thus allowing UNIQLO
to leverage on social proof).

12. Uniqlo Outdoor Dressing Room