A neurological shopping experience

A neurological shopping experience


We designed an in-store activation using neuroscience technology to create UMOOD, helping shoppers decide what to buy based on their neurological response.

The results

UMOOD had everybody talking, earning 20 million + media impressions.

The challenge

How could we raise brand awareness while reinforcing UNIQLO as a global fashion innovator?

With over 600 different t-shirt designs available, UNIQLO shoppers were feeling the effects of choice paralysis. We saw an opportunity to make their lives easier by helping them decide which T-shirt best reflected their unique personality. Our strategy was to showcase UNIQLO’s huge T-shirt range while creating a fun personalised experience for the customer.

The solution

We designed a neurological shopping experience that helped people decide what to buy.

In collaboration with Melbourne University, we created an in-store activation using neuroscience technology to create UMOOD. UNIQLO customers were fitted with a neuro-headset and shown a series of video stimuli. Their neurological responses to the stimuli were then analysed in real-time by a custom-built algorithm that identified their current mood and recommended the perfect T-shirt for them.