Sense mines Japanese culture for new Daiso campaign
A new cinema campaign for Japanese discount retailer Daiso shows people bartering a watch for a packet of confectionery and encourages people to “join the Daiso tribe”.
The colourful and quirky campaign, created by Sense, features a young woman dressed in a mixture of traditional Japanese costume and Daiso products navigating her way through various items available from the store, which sells everything for $2.80.
“There are twenty-two Daiso stores Australia-wide,” said Sense Director David Whiteside. “They are incredible places with a high quality product range at amazing prices. Anyone who visits a Daiso store is instantly won over and becomes an advocate for the brand. So our objective was simply to increase the number of new visitors.”
Whiteside said said cinemas and been chosen for the campaign because they tended to be in close proximity to Daiso stores and were effective in targeting Daiso’s core demographic of women in their teens and early twenties.
“Daiso shoppers tend to be creative and independent thinkers,” he said.
“They are adventurous and will try something new, particularly if there is a cost benefit. We think they will love this ad as much as they will love shopping at Daiso.”
The campaign will run across selected cinemas from tomorrow in conjunction with in-store and online promotions.
Seriously, you’d think the creative would’ve immersed themselves in Japanese culture and brought about something more inventive than this rubbish.
Even if only a cursory glance at this site: http://www.wtfjapanseriously.com ought to have yielded better marketing.
Common Sense really, try harder.
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Hi Seriously. Dont you thing that “immersing themselves in Japanese culture” might be just a little one dimensional rather than better marketing?
More importantly Daiso’s stated target audience perhaps defines their early adopters rather than potential customer base.
Finally, the idea of cinema for proximity and demographic is questionable. Its may not be the wrong medium, just the wrong rationale….I there are better ideas.
Still, I like the ad.
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