Japanese Retail Wonderland Daiso Partners With Sense

Japanese Retail Wonderland Daiso Partners With Sense

Japanese superstore Daiso has partnered with multidisciplinary creative agency Sense to deliver a new creative direction for the brand.

With more than 2,500 retail outlets in Japan alone and thousands more the world over, Daiso has a global cult following among the young and the youthful. Daiso’s 22 Australian stores are vibrant, colourful, fun, fascinating and impossible to walk out of empty handed.

The store experience is unique, offering a treasure trove of products that are fun and functional across 24 categories ranging from cosmetics to household goods to snack foods, with almost everything priced at $2.80.

Despite the loyalty and excitement displayed by those in the know, the brand is relatively unknown in Australia.

The brief to Sense was to develop a brand awareness campaign among the core demographic to increase brand recognition and customer numbers.

“Daiso is a great brand. It has a strong identity and brand position that separates it from anything else out there,” explains Sense Director David Whiteside. “In theory Daiso is in competition with all discount-variety shops, but it offers so much more in terms of value, quality and shopping experience that it is truly in a category of its own.”

Sense has been briefed to create a cinema ad to run over the Christmas holiday season. No time has been wasted and production has already commenced. “It’s exciting to be working on another major international brand,” says Mr Whiteside.

The cinema ad is due for release on Boxing Day.

Please login with linkedin to comment

Nespresso newcastle

Latest News

How The Consumer Data Right Has Is Changing Australia (For Businesses)
  • Technology

How The Consumer Data Right Has Is Changing Australia (For Businesses)

The Consumer Data Right has been billed as a revolutionary new way for Australian businesses and customers to share data. Over two parts, smrtr’s co-founder and CTO Boris Guennewig looks at how it is changing how consumers and businesses use data. The Consumer Data right – as the name would suggest – is all about […]


by B&T Magazine

B&T Magazine
Captify And Xandr Combine For New Product
  • Media

Captify And Xandr Combine For New Product

Captify has today announced the next evolution of its use of Xandr’s platform, Xandr Curate. Programmatic buyers will be able to activate Captify’s live, intent-driven audiences – built by billions of real-time searches from global publisher and e-commerce sites – across curated multi-seller video private marketplaces (PMPs) in one of the largest omnichannel, global exchanges. […]