The Japanese retailer targets bloggers with this new widget-based campaign
It's been almost 6 months since we've reported on an interactive initiative from UNIQLO; the last campaign which caught our eye was UNIQLO CALENDAR by Japanese agency of choice, Projector, Tokyo. This utilised tilt-shift videos to create a customisable calendar which doubled as an interactive clothing catalogue (see link below).
This new initiative, much like the Calendar, is embeddable in blogs but focuses more on a complete audio-visual experience. Called UNIQLO TUNES, it allows users to grab a video widget (in two sizes) from the website which then reacts to whatever music they choose to upload. The song's rhythms are reflected in an assortment of quirky, mashed-up video loops which feel suitably reminiscent of the Cannes Lions Titanium Grand Prix-winning UNIQLOCK - also via Projector.
The campaign is in promotion of UNIQLO's HEATTECH thermal undergarment range which launched last winter and has proved an invaluable addition to the brand's range of basic essentials. In Japan alone, UNIQLO sold over 20 million HEATTECH units in the first year - that's 1 item for every 3 people...
www.uniqlo.com/utunes
www.uniqlo.com/calendar
For those of you not familiar with this brand's trademark fusion of addictive branded utility and entertainment, it's worth noting that such campaigns are not to be underestimated. For example, the aforementioned UNIQLOCK (which one could argue offers less utility than the new widget) has been viewed over 70 million times in more than 209 countries around the world.
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