Uniqlo is launching a new store in Kuala Lumpur, Malaysia and will run a promotional campaign called "Uniqlo Color Train" leading up to the opening. The campaign will involve young people being given sections of sidewalk to stand in wearing Uniqlo t-shirts, pointing to the next person and creating a "breadcrumb trail" to the new store. This will generate buzz and publicity in the weeks before the opening while also offering participants discounts at the new store. The goals are to create word of mouth, get youth involved with the brand, and generate news coverage for the new Uniqlo location.

1. uniqlolaunchbuzzideaA digital-enabled onground activity

2. uniqlocolortrainSix weeks leading to the launch, a website www.uniqlocolortrain.com.my will be released.Young people will be made aware of the site via social media channels, and seeder PR initiatives.Uniqlocolortrain will give youth the chance to be part of a living breadcrumb trail leading to the newly launched store.

3. uniqlocolortrainEach participant gets to select a stretch of walkway. Stretching say from Sungei Wang to the Uniqlo store at Fahrenheit.They wait at the spot at the specific day and time.Uniqlo crews pass them “FROM TOKYO TO KL” colour T-shirts.They wear the tees and point at the person 10 feet in front of them (at best).Result: A colourful array of people leading others to and creating hype for the NEW STORE!After 30 minutes, the participants can leave their spot and head to Uniqlo for hefty discounts.

4. uniqlocolortrain Results: Massive word of mouth prior to, during and post store launch.Huge, memorable brand participation by youth.News coverage, local and regional.

5. uniqlocolortrainAll aboard for fame and buzz!