TITANIUM GRAND PRIX Cannes 2008 : UNIQLOCK : UNIQLO : CASUAL CLOTHING PROJECTOR, Tokyo JAPAN

Complot (www.tenemosunplan.com) - Uniqlock
Complot es la escuela de creativos hecha por creativos
http://www.tenemosunplan.com/



Title: UNIQLOCK
Advertiser/Client: UNIQLO
Product/Service: CASUAL CLOTHING
Entrant Company, City: PROJECTOR, Tokyo
Country: JAPAN



Credit Details:
Name Position Company
Koichiro Tanaka Creative Director Projector Inc.
Takaharu Hatori Producer MONSTER FILMS INC.
Yuichi Kodama Director Caviar Limited
Fantastic Plastic Machine Sound Artist
Furitukekagyou Air:man Choreographer
Yoshinobu Yoshida Cinematographer
Keizo Ichimei Lighting
Takayuki Sugihara Art Director
Keiichi Tozaki Interactive Designer
Yukio Sato Interactive Designer
Yoshiaki Nagasaki Executive Creative Director Paragraph
Hiroyuki Kojima Producer Paragraph
Keigo Nakamura Production Manager MONSTER FILMS INC.
Susumu Arai Programmer Sonicjam
Koji Torigata PR BILCOM, Inc.
Ryota Sugawara PR BILCOM, Inc.
Toshihiko Shingu Hair/Make-Up
Hisashi 'momo' Kitazawa Stylist KiKi Inc.



Description:
UNIQLO was seeking an innovative way to build its brand awareness internationally, and promote its business expansion into the global market. We recognized the 70 million blogs worldwide as a powerful buzz-building media, and created a functional and entertaining blog widget for the bloggers to spread the brand globally. The campaign concept we developed was the fusion of a CLOCK which functions as a blog utility, time signaling MUSIC, and DANCE performance videos with UNIQLO clothing. We named it UNIQLOCK. As a 100% UNIQLO branded widget, this automatically became a tool to connect UNIQLO and the world's bloggers.


Launch And Execution:
As a teaser, we uploaded 16 audition videos onto Youtube. Then we launched the UNIQLOCK site to start distributing the blog widget. The numerous dance videos and the clock counter appearing seamlessly one after another makes the viewers eager to see more. Since the widget plays all-year round, 24/7, the dancers change their outfits according to the season. The bloggers were motivated by seeing the website's world map which visualized the expansion of all of the users. Screensavers and shop installations were also released to enhance the UNIQLOCK experience, from personal desktops to the UNIQLO stores.


Results:
Over 27000 widgets from 76 countries Over 68 million views from 209 countries (widgets + website) Over 500 thousand views on You Tube (the audition videos) Over 175 thousand downloads (screensavers) Over 619 thousand web pages (google) (To Date: 10th January, 2008 )