Japanese retail giant Daiso launches new ‘Join the Daiso Tribe’ cinema campaign via Sense

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

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.

VIEW THE CINEMA SPOT

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.

“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.

“Daiso shoppers tend to be creative and independent thinkers. 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.

Client: Daiso Japan

Set Design: Kyle Barnett