The Brief:
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.
The 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.
Over 99000 widgets from 96 countries
Over 88 million views from 230 countries (the wedgets + the website)
Over 800 thousand views on You Tube (the audition videos)
Over 775 thousand downloads (the screensavers)
0 >> 974 thousand web pages (google)
(To Date: 10th January, 2010)
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