Japanese retailer Uniqlo this week launched a first-to-market product trialling campaign for its Heattech range.
The campaign utilises fast moving images to deliver a unique product code which is unreadable to the naked eye.
It involves a number of digital billboards installed in high traffic areas near Uniqlo stores across the country.
The billboards flash images at a speed of 20 – 30 frames per second to create a constantly changing unique code.
Consumers are only able to decipher the unique code once they take a photo of the display unit on a phone camera – capturing the code in situ.
Shoppers are then asked to upload the five digit code to a campaign website to redeem a free piece of clothing from Uniqlo's Heattech range.
The campaign will run until May 29.
Uniqlo Australia marketing director Tracey Lang said the campaign is in line with the company's broader customer strategy.
"At Uniqlo we are always looking for different ways to encourage product trial and allow our consumers to experience the hidden details of our range.
"Our garments are created with high-tech fabric to help consumers be more comfortable yet many Australians aren’t aware of these features until they experience the product first hand.
“Innovation and technology are at the heart of each and every one of our products – and at the core of the Uniqlo philosophy.
"We’ve seen from our past U-Mood campaign - which monitored people’s moods to match them to a t-shirt print - that consumers are always looking for new ways to engage with our products.
“We’re really excited to be at the forefront of product trialling technology with our Uncover campaign – and to be able to deliver memorable experiences to surprise and delight our consumers."
The Heattech range is a core inner wear product for Uniqlo globally, using weaving techniques to retain heat whilst remaining light weight and comfortable.
The range uses fibres the size of one tenth of a human hair to knit together a super warm, super thin fabric which traps heat whilst absorbing moisture away from the skin.