2008canneslions 互动类全场大奖UNIQLOCK

@ 2008-07-02

广告主:UNIQLOCK

UNIQLOCK 在距oneshow获得互动类最高荣誉奖之后，又获得了2008年戛纳广告节互动类全场大奖！

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HOURLY SPECIAL

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.

简报：
UNIQLO是一个建立品牌认知度方面新的尝试--面对全球市场进行传播。
(We recognized the 70 million blogs worldwide as a powerful buzz-building media,这句不会翻译-抱歉)
我们（根据品牌）为全世界的博客们制作了一个功能性widget（插件），结合跳舞、音乐、钟表等等，
（看视频，插件会根据春夏秋冬、时差等而显示不同的内容，甚至在早上的时候，向你问好）
我们命名他为UNIQLOCK，作为一个100%品牌插件，此插件已经不经意间成为了一个沟通UNIQLOCK和世界众多博客的一个工具。

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.

The Results:

Over 27000 widgets from 76 countries
Over 68 million views from 209 countries (the wedgets + the website)
Over 500 thousand views on You Tube (the audition videos)
Over 175 thousand downloads (the screensavers)
0 >> 619 thousand web pages (google)
(To Date: 10th January, 2008 )

结果！看看就明白了就不翻译了！

来自戛纳的说明：

　　Type Of Entry: Websites & Microsites
Title: UNIQLOCK
Advertiser/Client: UNIQLO
Product/Service: CASUAL CLOTHING
Entrant Company, City: PROJECTOR, Tokyo
Country: JAPAN
Advertising/Web Design Agency, City: PROJECTOR, Tokyo
Country: JAPAN

Credit Details:
Name Position Company
Koichiro Tanaka Creative Director Projector
Takaharu Hatori Producer MONSTER FILMS
Yuichi Kodama Director Caviar
Fantastic Plastic Machine Sound Artist
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
Susumu Arai Programmer Sonicjam
Emiko Oikawa Production Manage Sonicjam
Koji Torigata PR BILCOM
Ryota Sugawara PR BILCOM
Kentaro Katsube Client Supervisor UNIQLO

Synopsis:
It's a fusion of dance video routines, time signal music and clock utility. We named it "UNIQLOCK". It's a 24/7 presentation of UNIQLO clothing. The infinite video sequence appears randomly and endlessly. Viewers are eager to see what happens next. They can use the mini-version of UNIQLOCK on their own blog. The website maps out all the users on the world map, visualizing the world's UNIQLOCK experience.

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