DESIGNER

Selina Yong

PROFILE/DESCRIPTION

Part 1: 

General Info: DAISO is a chain 100-yen shop founded in Japan with over 5,000 locations worldwide (Asia, North America, Central America, Oceania) as well as an online store. In the US, products sold at DAISO typically cost $1.50 each (can be higher like in the $10-$20 range but that's rare) and include a huge range that encompasses stationery, office supplies, plushies, cosmetics, dinnerware, food & drink, household items, etc. A large portion of these products are imported from Japan, South Korea, and China, so DAISO has a different aesthetic than western dollar stores.

I want to advertise DAISO's versatility and affordability by having each of my three ads display a different demand that DAISO supplies for (one for stationery/office supplies, one for food & drink, one for household items) with an emphasis on the fact that nearly everything is $1.50. 

DAISO's brand image in the US is one that emphasizes affordability, variety of products, and cute Japanese aesthetic.

Part 2: 

Ad location: Alameda County, CA

Reasoning: There are 59 DAISO stores in California with 8 in Alameda County and more in the vicinity around the county (like the San Francisco area). Alameda County also has the largest DAISO in the US (in Union City). East Asian products/aesthetic is incredibly popular in California and especially the Bay Area, so these ads appeal to that demand. The ads target young, possibly low-income adults who want/need necessary products like dinnerware and office supplies for cheap, as well as people like students and parents with young children who want cute things like plushies but are unwilling to spend a lot of money. Alameda County has a large population of students and families with kids.

Part 3: 

Brand advantages: Affordable, Large/versatile range of products

Brand attributes: Cute, simple designs

Brand experience: Convenient

GOALS

People should feel that DAISO is a store that checks all the boxes: cheap, cute, convenient. I think people who know of DAISO already know about the stationery and office supplies, but those who know of but have never shopped at DAISO might not know about their other products like cosmetics, food & drink, or household items. These ads should compel people to want to shop at DAISO and buy products that they might not have known they could get for so cheap.