The dancers are dressed in different clothes (Uniqlo’s collection, obviously) depending on the season. At night they sleep. Every even hour there’s a short funny clip. You can set an alarm clock to wake you up. This thing really feels organic and up-beat.
Why do all things Japanese seem oddly trendy and cutting-edge, yet cute and innocent? Anyway, the combination of music, the girls’ appearance and dance moves is addictive. One of the creators actually claims that there’s a special nerve in our brain that is attracted to this kind of visual stimuli. Hmm.
Yes, the inevitable yet inexplicable V-word… They launched a set of dance audition videos on YouTube as a teaser (consider X-Factor, Idols, Britain’s Got Talent etc, people love watching auditions!). Also, it was made very easy to share and distribute among bloggers.
Got interactivity right. Just a small amount to keep things simple. It shouldn’t be applied massively just for the sake of it. You can be engaging also without endless mouse-clickings or immersing the viewer to a virtual world.
Unbeatable execution. Using music and dance to display clothes is not groundbreaking, but the way it was done was refreshing. Not flashy, try-hard or pushy. Just simple, weird and clean. Though very Japanese, the simplicity made it global and even human (sorry the cheesiness)