UNIQLO Heat Tech Window Campaign: Marketing Strategy Analysis Report

This report provides a comprehensive analysis of UNIQLO's Heat Tech window marketing campaign in Korea, focusing on its objectives, target audience, and the strategies employed. The campaign aimed to promote the company's innovative window product, designed with Japanese technology, to retain warmth and reduce heating costs during winter. The report examines the campaign's communication objectives, target demographics, and the use of emotional and rational appeals in its advertising. It further explores the execution styles employed, including mood, demonstration, and slice-of-life, along with the utilization of digital media, particularly social media platforms and billboards. The report assesses the campaign's effectiveness, highlighting the significant sales growth and low acquisition costs. It also delves into the role of Cheil Worldwide, the advertising agency responsible for research, advertisement creation, and sales promotion. The analysis includes a review of the campaign's use of digital media and an evaluation of its overall success, supported by relevant references.

Running head: UNIQLO HEAT TECH WINDOWS MARKETING 1
UNIQLO Heat Tech Windows Marketing
Name
Institution

UNIQLO HEAT TECH WINDOWS MARKETING 2
UNIQLO Heat Tech Windows Marketing
UNIQLO is a Japanese company that provides designer casual clothes which it
manufactures and retails. Its products are innovative and seek to add real value to their
customers. UNIQLO Heat Tech provides clothes which are designed by the company with
Japanese technology that keep the wearer warm by the use of a thin layer of fabric which is also
very functional. Apart from clothes, the company has also provided windows. Winters are very
cold times. This makes people incur huge heating costs as they try to make their households and
offices warm and they may also catch illnesses from the cold. In a bid to solve this problem,
UNIQLO ran its campaign across all its one hundred and eighty stores in Korea in promotion of
the windows, from November 4th to December 31st 2016 (UNIQLO, 2017).
The company initially gave away a Heat Tech window freely to anyone who purchased a
heat thermal wear product. In total, five hundred thousand people received the heat tech windows
which when applied to their home windows enabled them to retain the warmth in the house and
also aided in reducing heating costs by twenty percent. This campaign video was able to reach
thirty million views online. Consequently, Heat Tech recorded sales growth of two hundred and
three percent year on year growth.
Question One
The heat tech window campaign’s communication objectives include; informing people
of the existence of a new product that can aid to satisfy their needs during the winter. The adverts
were also created in a way that was appealing to the clients. In the advertisement, there is a
warmth that is being depicted which serves to show people what the product is about and
consequently attract people to purchase the product (UNIQLO, 2011).

UNIQLO HEAT TECH WINDOWS MARKETING 3
The Heat Tech window campaign targeted people with different attributes. First, they
targeted people from geographical areas that were affected by extremely cold weather. This is
because they had identified a need for warmth by the people as well as the need for people to
reduce costs they previously incurred in heating expenditure. The targets were also households,
schools, hospitals, and offices. This is because these are areas that people spend a lot of their
time which would make them susceptible to the cold. To ensure that people are warm and
comfortable, there is a need to ensure that their environment is also warm and cozy especially at
home.
Question Two
The theme of the Heat Tech window campaign is that the layer of air that is in the
window blocks the conduction of heat between the inside and outside of a room consequently
raising the temperature of the room. The Heat Tech campaign has made use of appeal to create a
positive image of people who are enjoying the products and to influence the purchasing decisions
of the different people.
The main appeal that has been used in the window campaign is emotional appeal. This is
because the campaign has targeted the social and psychological needs that will lead people to
purchase the products (Dinnie, 2010). Another form of appeal that is used in the campaign is a
rational appeal. This is because during the winter it is extremely cold and people will need to
keep their environments warm to shelter themselves from the cold weather. Since the Heat Tech
window products will keep the households and offices warm, it is only rational that people will
purchase the products. Moreover, the Heat Tech Windows will enable people to minimize their
heating costs. As a result, they will purchase the products.

UNIQLO HEAT TECH WINDOWS MARKETING 4
One execution style that is depicted in UNIQLO’s windows campaign is mood. This is
shown where the advert builds a mood of warmth around the product (Kim, Hayes and Reid,
2014). In the advert, the people and animals that are used bring out a feeling of warmth to the
people watching it. Demon is another execution style that has been incorporated in the advert.
This is depicted where the advert showcases the benefits that will be achieved by using the
company’s windows.
The slice-of-life execution style is also used. This is depicted where the lives of people
who have already used the Heat Tech windows is shown. This makes people want to live in the
same way which in turn leads to increased sales for the heat tech windows. Further, in the advert,
there is music that is played in the background as the advert is going on. This music is slow
which creates a sense of calmness and enables people to concentrate more on the advert.
Finally, the scientific style of execution is also used in this advert. This is because the
advert begins by explaining how the Heat Tech widows work. This is shown where the Heat
Tech windows are said to trap the warmth in the room and prevent cold air from entering a
building thus ensuring that the building remains warm at all times.
The advertising approaches used in this advert are very effective but they can be
improved by talking directly to one customer as opposed to speaking to all customers
collectively. Incidentally, the advert says that UNIQLO advertisement keeps people warm.
Instead, they should say that UNIQLO advertisements keep you warm.
Question Three
In its campaign for the window product, UNIQLO made extensive use of digital media.
Specifically, they used social media where they uploaded their videos for instance on YouTube
and even reached people through the use of mobile phones. They also advertised the product

UNIQLO HEAT TECH WINDOWS MARKETING 5
using other channels such as billboards. A media that was not used to advertise is radio. The
main reason is that radios are not visual and would therefore not have provided people with the
intended experience gained by watching the advert. Conversely, one media that the company
could have also used is the use of film advertising. This is because this would have enabled the
message to reach diverse groups of people. In turn, this would have increased word of mouth
advertisement to other people.
Question Four
The campaign was very effective. Different measures that show how effective the
campaign include; the sales revenue, the cost incurred per acquisition, and social media traffic
that consequently leads to conversions (Mantrala and Sridhar, 2010). The company was shown to
bring in a record two hundred and three annual percent growth rate. The costs that are incurred
for each acquisition are also very low because the campaign can reach very many people all at
once who then purchased the windows. There was a lot of traffic to the company’s social media
accounts that can be shown incidentally by the high number of people who viewed the video
online (UNIQLO, 2017). This then brought in customers who were attracted to purchase the
product mainly because it satisfied their need for warmth while still saving them costs that would
have otherwise been incurred.
Question Five
As the advertising agency for UNIQLO, Cheil Worldwide has the duty of providing
different services for the company. First, it had the responsibility of researching to gain
knowledge on the window products before launching the campaign (Khan, Jung, and Ye, 2012).
In this research, it had the duty of assessing the competition, buyers’ preferences, and the
existing as well as the future market possibilities.

UNIQLO HEAT TECH WINDOWS MARKETING 6
Cheil Worldwide is also the organization that created the advert on behalf of UNIQLO.
Before this, it planned the entire advertisement and showed the plan to the company (Rodriguez,
Dixon and Peltier, 2010). Once the company approved, it then created the advert and chose the
best media which would be used to convey the message which was mainly social media. The
company also prepared the advertising budget based on the instructions of UNIQLO. The
company also carried out sales promotion which it is still performing to date to keep increasing
sales.

UNIQLO HEAT TECH WINDOWS MARKETING 7
References
Dinnie, K. (2010). national branding; concepts, issues, practice.
Khan, H., Jung, E. and Ye, L. (2012). Social Media Research in Advertising, Communication,
Marketing, and Public Relations, 1997–2010. Journalism & Mass Communication Quarterly.
Kim, K., Hayes, J. and Reid, L. (2014). Trends in Advertising Research: A Longitudinal
Analysis of Leading Advertising, Marketing, and Communication Journals, 1980 to
2010. Journal of Advertising.
Mantrala, M. and Sridhar, S. (2010). Personal Selling Elasticities: A Meta-Analysis. AMA
jouornals, 47(5).
Rodriguez, M., Dixon, A. and Peltier, J. (2010). Journal of Research in Interactive Marketing; A
review of the interactive marketing literature in the context of personal selling and sales
management: A research agenda. Emeraldinsight.
Sangari, E. (2014). Personal selling and sales management in the marketing of financial services:
Introduction to the special issue. Journal of Financial Services Marketing, 19(2).
UNIQLO (2011). A Study of the Business Model of Japan's SPA Brand 'UNIQLO'. The
Japanese Modern Association of Korea, null(33), pp.499-522.
UNIQLO (2017). Cheil Worldwide South Korea creates the Heat Tech Window to promote
Uniqlo's thermal wear. [online] Campaign Brief Asia. Available at:
http://www.campaignbrief.com/asia/2017/04/cheil-worldwide-south-korea-cr-1.html [Accessed
18 Oct. 2017].