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UMOOD – a neurological shopping experience created for UNIQLO

Isobar

UMOOD – a neurological shopping experience created for UNIQLO

Isobar

UMOOD – a neurological shopping experience created for UNIQLO

Isobar

UMOOD – a neurological shopping experience at UNIQLO

Isobar

AdNews AOTY, Australia Winner Digital Campaign of the Year
AFR Most innovative Companies, Australia Winner Best Marketing Innovation
AMES, Global Gold Innovative use of Data Technology,  Silver Digital Strategy: Digital Innovation & Bronze Digital strategy: Other use of digital solutions
Dentsu Aegis Network Global Innovation Awards, Silver Most Innovative Idea 

With over 600 different t-shirt designs available, UNIQLO shoppers were feeling the effects of choice paralysis.

Strategy
We saw an opportunity to make their lives easier by helping them decide which T-shirt best reflected their unique personality. Our approach was to showcase UNIQLO’s huge T-shirt range while creating a fun, personalised experience for the customer.

We designed an in-store activation using neuroscience technology to create UMOOD, helping shoppers decide what to buy based on their neurological response.

In collaboration with Melbourne University, UNIQLO customers were fitted with a neuro-headset and shown a series of video stimuli. Their neurological responses to the stimuli were then analysed in real-time by a custom-built algorithm that identified their current mood and recommended the perfect T-shirt for them.

Results
The outcome was a fun, interactive experience for customers that left everyone talking, earning UNIQLO and UMOOD 20 million+ media impressions.

To learn more, visit the Isobar website.