Overview

Once upon a time, Taipei's East District was an important center of Taiwan's pop culture, not only home to Rolling Stone Records, Asia's leading music label, but also to the world-renowned 24-hour Elite bookstore. In the past, the East District was home to many trendy stores: toys, clothing, snacks, and a constant flow of young people...

But over the years, with the rise of new large-scale shopping districts and the impact of pandemics, the area has gradually been drowned out by the word "outdated". With more and more vacant stores, and no more fashionable and trendy figures on the streets, how can UNIQLO, which has been located in the East End for a long time, reopen its flagship store as a global flagship store against the odds at a site where it has been located for 10 years?

• Client: UNIQLO

• My Role

  • Copywriter

  • Content Strategist

  • Storyteller

• Accomplishments

  • 105% of performance target achieved

  • 166% growth over last year's performance

  • 2.2 times more customers than last year

  • 91% of people visit Dong-gu more often because of this store.

  • 🏆 Best Retail Campaign,《Brain》Excellence Agency & Advertiser of the year, 2022, Taiwan

  • 🏆 Best Retail Campaign, 4A Creative Award, 2022, Taiwan

  • 🏆 Best Media Synthesis Award, DA Award, 2022, China

Background

UNIQLO believes that apparel is life, and that UNIQLO will only be better if it thrives with the Eastern District. Therefore, UNIQLO allies with small stores that still uphold the spirit of the Eastern District and works with them to bring back the beauty of the Eastern District.

Execution

Firstly, we took the delicious "Egg Cake" which is a popular street food hidden in the alleys of the Eastern District, and created the first fragrant local snack DM through creative branding, and then distributed it to the whole Eastern District. By sharing the flavor of culture, the event ignited the public's anticipation for the opening.

Then, we created three different shopping maps by combining the creative and stylish stores in the Eastern District. Then, we created three different shopping maps by combining the creative and stylish stores in the Eastern District. Through these maps, young people will be able to take a fun and tasty tour of classic themes, sensory scents, and memory lanes. UNIQLO encourages people to visit the locations on the map and collect creative store badges to get a souvenir of the East End at the flagship store.

In addition, we also collaborate with specialty stores in the neighborhood to create classic East End merchandise, turning distinctive signs and store names into T-shirts and badges to convey the spirit of the Eastern District.

Through the idea of this map, we have turned all the small stores in the East End into a cultural alliance with UNIQLO, working with the entire community to make people rediscover the beauty of the East End.

Result

Unite Small Stores | Taipei Eastern District Community Rehabilitation Project | UNIQLO