At last month’s Click, Koichiro Tanaker of Projector, talked about his Uniqlock work, which is perhaps the piece of advertising which has best utilised social media at a global level in the last few years. Without any media spend it has generated 200 million views of the website across 214 countries which has been driven by 43,398 users who have generated clocks.
Anyway here is what he had to say about the campaign:
The starting point for any campaign is my own connection to the brand. To work on it for months I must love it. I focused on the blog element simply because everyday I reads blogs – I noticed that where there is interesting content, it spreads very quickly. Bloggers are buzz builders. However it is not sufficient to create content which is entertaining. That is because if there is something interesting it will soon disappear the next day (as bloggers start to talk about something else). I need to find something that would remain on the side bar and act as a utility e.g would you want to see the film a hundred times whereas you always wear a watch. It’s why I came up with the idea of a clock.
Utility + Entertainment
Uniqlo calender
An interesting follow up to Uniqlock (thanks Peter for the heads up). A very simple calendar / screen saver with blog parts link, although with random views of the world going on in the background and an easy to listen soundtrack you can spend hours just watching it. Another example that keeping things simple, but executing brilliantly, will produce some of the best work. Does not quite it the heights of Uniqlock though.