||Our deep-dive industry reports inform on market opportunities, competitors and relevant trends, combined with our own recommendations|
||Demonstrating industry-tailoured highlights – we provide inspiration as well as practical understanding for those seeking to expand|
||We monitor and analyse audience brand interactions / attitudes in order to identify key trends via tools like Pulsar and Brandwatch|
||Our core skill of designing quant studies from a global perspective allows us to dig deeply for the story the data shows|
The ChallengeAn agency aims to ensure that a French brand’s advertising campaigns are perceived positively in the Japan market. They regularly turn to Tokyoesque to analyse and provide insight into the brand’s proposed TV ads.
Our Solution→ Society : Tradition remains strongly entrenched in relation to food in Japan. Tokyoesque identified subsets of Japanese society where scenarios such as men in the kitchen and non-Japanese food were a positive addition, enabling Tefal to highlight their innovative and modern offerings
→ Language : Certain commonplace terminology in Western households (babysitter, roommate, etc.) can have negative associations if not used carefully
→ Foreignness : French foods and Western-style cooking can alienate Japanese viewers if not considered carefully. We demonstrated that striking a balance of exotic / cool whilst being relatable would be key
→ Consumer : We always grounded the discussion back down to, How would a Japanese consumer use these products?
Methodology + Output
Tokyoesque provided clear-cut recommendations using:
Hands-on experience: Our bi-lingual, bi-cultural team is well placed to perceive subtle differences in culture from a French to a Japanese perspective.
Case studies: We demonstrated how similar products (both domestic and international) have been advertised in Japanese media.
Ad-hoc support: Our team is always available to further provide clarification.