A couple of stunning websites have caught our eyes over the past week. We’re pleased to see that UNIQLO hasn’t been resting on its Cannes Cyber Grand Prix-winning laurels and has built on the success of websites such as UNIQLO GRID, LOOP and UNIQLOCK to try a bit of consumer research and data visualisation with UNIQLO TRY. www.uniqlo.com/try/uniqlotry.swf The site sees all of the brand’s digital trademarks present (quirky interfaces, frantic multiplicity) but rather than displaying any product line, the site is being used to aggregate customer feedback, blurring the boundaries between branded entertainment and utility.
For each product, hundreds of small testimonial video clips are arranged in an assortment of shifting shapes, from spirals to 3D spheres and even gigantic words. Users can click and view any individual video, or wait for the sequence to finish. At this stage, the advocates are sorted according to their opinion of the product and displayed as percentages. There is even a search option which allows you to narrow down your research via product, customer age and body type, so the results of each sequence are tailored for your interests.
Not only is this a mind-boggling data visualisation and metrics tool, but it displays an extraordinary level of transparency. By providing users with an engaging way to hear real opinions from real people, this application places equal emphasis on the individual and global community as a whole. A similar mass of whirling, beautiful responses is visible on AT&T’s www.speakinthumbs.com, created by Atmosphere BBDO, to celebrate the Samsung A767 Propel and Pantech Matrix’s qwerty keyboard.
Visitors are asked to add their definition to popular text speak abbreviations such as LOL, OMG, BRB, THX and BTW, celebrating the potential for more full expression that the phone allows. Responses are shown as colour-coded dots swirling around the phone and by hovering over a dot the individual’s response can be viewed.
Twists of the mouse alter the direction of the globe of dots or change its direction.
Arturo Aranda, senior creative director at Atmosphere BBDO explains: ‘Based on the insight that we are all thinking more detailed thoughts when we write abbreviations such as LOL or OMG, we have TV and print which shows Thumbs on the handsets actually talking to each other in the detail that the Samsung Propel and the Pantech Matrix allow.’ Will Townsend, group account director, Atmosphere BBDO adds: ‘The online opportunity is to give people the chance to actually contribute these definitions themselves. To join in and demonstrate how the idea comes to life.
You will see from the thousands of creative definitions on the site that people have really identified with the campaign and are keen to write out what they really have on their mind. See Contagious Issue 17, out next week, for a company profile on Stamen, the company behind some of the web’s most stunning data visualisation websites.
http://stamen.com
Posted by: Loïc LAMY
Posted on: levidepoches.fr/contagiousideas
Source: contagious
