Uniqlo targets Westfield Stratford City

By Maisie McCabe, mediaweek.co.uk, Tuesday, 13 September 2011 02:49PM

Uniqlo has booked a five-week campaign through Kinetic on a new outdoor format at Stratford rail station in east London, to promote the opening of its new store in the Westfield Stratford City.

Uniqlo: five-week outdoor campaign at Stratford rail station

The activity for the Japanese clothing store will run across 11 new digital screens and giant wall wraps across the tunnels that link the Tube, train and Docklands Light Railway platforms to the Olympic Park exit, surrounding the shopping centre, which opens today.

The campaign was booked through WPP out-of-home agency Kinetic and was planned by Eden (the joint venture agency from Adam & Eve and the7stars).

The ads were created by advertising agency Dentsu London, where the executive creative directors are Paul Jordan and Angus Macadam. The art director on the campaign was Camille Bozzini.

The combination of wall wraps and the new digital screens is called the Stratford Corridor Gateway Domination and is part of outdoor media owner JCDecaux's contract for the outdoor media on the National Express East Anglia franchise.

Spencer Berwin, managing director, sales, JCDecaux, said: "This is a first look at one of our key Olympic assets and we are delighted to have Uniqlo as our launch advertiser.

"The Stratford Corridors provide a high-impact, immersive experience for consumers at this new retail hub, influencing purchases and directing audiences to Uniqlo’s new store."

This article was first published on mediaweek.co.uk