Campaign: ‘Join The Daiso Tribe’

Campaign: ‘Join The Daiso Tribe’
Peter Milne
By Peter Milne



A new cinema campaign for Japanese retail giant Daiso has launched in selected cinemas. Created by Sense, the ad represents all the fun, colour and excitement of the Daiso shopping experience.

“There are twenty-two Daiso stores Australia-wide,” explains 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.”

Cinema advertising was chosen to target catchment areas immediately surrounding the stores. Through film selection it also allows reasonably accurate targeting of Daiso’s core market of women in their teens and early twenties.

The concept underpinning the campaign is ‘Join the Daiso Tribe’, brought to life by characters dressed entirely in Daiso products and existing in a Daiso world.

“Daiso shoppers tend to be creative and independent thinkers,” says Mr Whiteside. “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.”

Other elements of the campaign created by Sense include in-store and online communications as well as social media promotions.




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