Uniqlo surprises Singapore

• Uniqlo launches campaign
• Aims to raise brand awareness
• Campaign runs across print, online and OOH executions
  

Singapore - Japanese casual wear brand Uniqlo, which recently debuted in Singapore, has launched a Tribal DDB-created integrated marketing push to drive footfalls to its first store in the region.

The " Uniqlo surprises Singapore" campaign includes an interactive digital site, uniqlosurprise.com which aims to heighten awareness and engagement of the brand among Singaporeans.

Other components of the campaign include large format mural walls that can be seen at City Hall and Tampines MRT, traffic-stopping transit advertising, print and online display advertising.

"We wanted to bring the quirkiness of the brand and culture from Tokyo to Singapore. So we imported the iconic "gacha gacha" vending machine online to dispense UNIQLO Surprises every day," Jeff Cheong, executive creative director of Tribal DDB Singapore, said.

The brand made its foray into the local market early this month and is distributed through a joint venture between Japanese parent company Fast Retailing and Singapore's Wing Tai Retail.

It had appointed Tribal DDB and PHD Singapore as creative and media agency partners earlier this year.