UNIQLOCK <ul><li>What is it? </li></ul><ul><li>Why does it work? </li></ul><ul><li>What can be learned from it? </li></ul>
WHAT IS UNIQLOCK? <ul><li>A website ( here ) displaying Japanese girls dancing and a real-time digital clock (the digits a...
May appear confusing but quite simple in practice. Check out a presentation video  here , if you’re still all question mar...
It launched a year ago, and works like a charm… <ul><li>Got the judges on their knees in Cannes (winner of Cyber) </li></u...
 
What’s so special about it? I’ll give you five reasons.
1. Sense of presence <ul><li>A clock that runs real time in your real time is simple yet strangely appealing. It changes c...
2. Living, breathing thing <ul><li>The dancers are dressed in different clothes (Uniqlo’s collection, obviously) depending...
3. Easy yet interactive <ul><li>Sometimes interactivity is too much trouble and effort for the user. UNIQLOCK gives you a ...
4. Creative execution <ul><li>Why do all things Japanese seem oddly trendy and cutting-edge, yet cute and innocent? Anyway...
5. The viral factor <ul><li>Yes, the inevitable yet inexplicable V-word… They launched a set of dance audition videos on Y...
Conclusions <ul><li>A bit dull Japanese clothing brand exploded over the world and is now seen as quirky and trendy.  </li...
<ul><li>Targeted a fruitful group, bloggers, and did it in their terms: this kind of material (Japanese, odd, utility…) is...
<ul><li>Got interactivity right. Just a small amount to keep things simple. It shouldn’t be applied massively just for the...
<ul><li>Unbeatable execution. Using music and dance to display clothes is not groundbreaking, but the way it was done was ...
<ul><li>THANKS </li></ul><ul><li>  by: Maria </li></ul>
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Uniqlock

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A short pres on UNIQLOCK, from an advertising perspect.

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Uniqlock

  1. 1. UNIQLOCK <ul><li>What is it? </li></ul><ul><li>Why does it work? </li></ul><ul><li>What can be learned from it? </li></ul>
  2. 2. WHAT IS UNIQLOCK? <ul><li>A website ( here ) displaying Japanese girls dancing and a real-time digital clock (the digits and dancers take turns every five seconds) </li></ul><ul><li>A blog widget: the video/clock stream can be embedded into your blog as a small screen </li></ul><ul><li>Downloadable: desktop background </li></ul>
  3. 3. May appear confusing but quite simple in practice. Check out a presentation video here , if you’re still all question marks.
  4. 4. It launched a year ago, and works like a charm… <ul><li>Got the judges on their knees in Cannes (winner of Cyber) </li></ul><ul><li>To date: over 38,000 users (=mainly bloggers) in 87 countries, over 149,000,000 views from 212 countries. </li></ul><ul><li>5 users in Kyrgyzstan , 25 in Reykjavik …quite an impressive global brand presence (stores only in a few countries) </li></ul>
  5. 6. What’s so special about it? I’ll give you five reasons.
  6. 7. 1. Sense of presence <ul><li>A clock that runs real time in your real time is simple yet strangely appealing. It changes colour every hour. Website showing a map with all the users and viewers makes you feel a part of community. </li></ul>
  7. 8. 2. Living, breathing thing <ul><li>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. </li></ul>
  8. 9. 3. Easy yet interactive <ul><li>Sometimes interactivity is too much trouble and effort for the user. UNIQLOCK gives you a feeling of interactivity but requires very little actual participation . </li></ul>
  9. 10. 4. Creative execution <ul><li>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. </li></ul>
  10. 11. 5. The viral factor <ul><li>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. </li></ul>
  11. 12. Conclusions <ul><li>A bit dull Japanese clothing brand exploded over the world and is now seen as quirky and trendy. </li></ul><ul><li>They… </li></ul>
  12. 13. <ul><li>Targeted a fruitful group, bloggers, and did it in their terms: this kind of material (Japanese, odd, utility…) is something you WANT to blog about, it makes YOU feel trendy and odd and interesting. </li></ul><ul><li>=understand your audience and help them create status for themselves </li></ul>
  13. 14. <ul><li>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. </li></ul><ul><li>=use interaction with thought </li></ul><ul><li>And they engaged people via… </li></ul>
  14. 15. <ul><li>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) </li></ul><ul><li>=Get good ADs </li></ul>
  15. 16. <ul><li>THANKS </li></ul><ul><li> by: Maria </li></ul>

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