UNIQLO positions itself as stylish with regional Raya campaign

UNIQLO has unveiled its regional Raya campaign titled “Together in Comfort, Raya in Style” which will run in Malaysia, Singapore and Indonesia. The Japanese fashion retailer aims to present itself as stylish and comfortable, as well as the go-to choice for Raya.

The campaign also hopes to reinforce UNIQLO’s LifeWear philosophy of constant innovation, offering new and more comfortable designs that suit a wide range of lifestyles across gender and generation. Additionally, UNIQLO wants to position its lookbook as a style guide. The campaign will run on digital out-of-home platforms, in-stores and on social media. UNIQLO is also engaging local influencers to promote the campaign.

“Together in Comfort, Raya in Style” is done by digital agency LOKi, which won the campaign pitch that saw three other agencies vying for the account. In a statement to A+M, LOKi’s spokesperson said the pitch was held on 1 March 2019 and its objective was to position UNIQLO as the top-of-mind brand for festive, daily and casual wear during the Ramadan and Raya period. The agency was also required to come up with a thematic marketing campaign covering above the line, in-store, digital and PR. The spokesperson added that LOKi has been managing social and digital duties for UNIQLO for two years.

To increase fan engagement on Facebook platform and position UNIQLO as a relatable and lively brand, LOKi came up with the Facebook game titled “Riuh Run”. The game leverages the Raya mood of rushing home to buka puasa or balik kampung and features the bazaar and open house concepts.

The campaign’s overall thematic concept is inspired by the traditional Malay kampung house showcasing a family united under one roof, in the same house and ambience while celebrating the individual stories, styles, and personalities as the highlight of Raya. This creative direction explores individuality in a family, with each individual having their own way of expressing their Raya style. Hence, with UNIQLO the family can be “Together in Comfort, Raya in Style.”

The pattern design crafted to showcase the overall look and feel of the campaign was inspired by the architecture of the traditional Malay kampung house as to bring the mood of Raya homecoming. Similarities and consistencies of the pattern elements are of kerawang pattern in lattice arrangement that gives an iconic approach to create relevancy to the Raya homecoming atmosphere.

Meanwhile, the set design behind the UNIQLO lookbook also comprises the elements of modern minimal touch, which is in line with UNIQLO’s LifeWear philosophy of new designs that cross the boundaries of generation and gender.