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UNIQLO Lucky Line

Award: Graphite Pencil

Graphite Pencil / Digital Advertising / Digital Solutions & Use of Social Media / 2011

Our aim was to set the mood for the next UNIQLO special sale and to lead people from the web to real stores. We made a queue – the UNIQLO Lucky Line – on the UNIQLO website to wait for the sale, using Twitter and Facebook. If people tweeted, they could join the line and get discount coupons for real stores. The world’s first queue on the web created a big buzz. In total 2.2 million people in the world joined the line, and UNIQLO set a single day sales record of more than 10 billion yen.

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If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

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