UNIQLO Malaysia's Hari Raya campaign titled "Together in Comfort, Raya in Style" revolves around the 30 days leading up to Raya and features a series of daily one-minute videos. The videos show highlight the brand in everyday life and in the comforts of home.
Collaborating with creative digital agency LOKi, the videos feature social media influencers showcasing Raya related DIY arts and crafts, home cooking recipes, Raya styles and good deeds to practise during Ramadan. The key message reinforced the philosophy of LifeWear, a concept of UNIQLO that encompasses high quality, fashionable, affordable and comfortable everyday clothing to enrich consumers' lives.
Marketing director of UNIQLO Malaysia, Dawn Chow said that the Movement Control Order (MCO) required UNIQLO to shift the paradigm of how campaigns were conducted and businesses ran. Prior to this, its campaign goals were mainly engagement and conversion of sales. However, it had to shift its objectives and re-focus its efforts to be entirely consumers-centric in this challenging time.
She added that working together with LOKi allowed the campaign to resonate with the Malaysian public in a very difficult time. "We are very happy with the dedication of the team and outcome of the campaign," Chow said.
Meanwhile, LOKi's founder Loke Weng Leong said both parties were all in with a digitally-led campaign. According to him, the team was pushed to think out of the box as it met challenges from all corners, from working together as a team physically, conceptualising campaigns and producing relevant content to executing plans.
With the inability to be on set physically due to the MCO, the team carried out the entire shoot via rounds of video conferencing. In a statement to A+M, Loke said work for the campaign started in February but it has been revising the plans as the pandemic unfolded. According to him, the uncertainty due to the pandemic was the greatest challenge.
"Plans were evolving as the situation was changing. Second was the restrictions surrounding the MCO. We had to be careful to ensure the production quality and consistency given the fact the talents had to shoot themselves and we were monitoring remotely," Loke explained. Lastly, another challenge the team faced was that it was unable to carry out a localised fashion shoot which was very important to UNIQLO especially for a festive season rooted in traditions.
"Things will never be the same again. Both brands and their agencies have to adapt their strategies and the way they work. Trust and collaboration between the brand, their agencies and their partners is key. People are resilient, adaptable, compassionate and come together during hard times," Loke added.
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