Positioning Global and Local POVs

The Challenge

Helping a large tech brand develop value propositions which would cement their place in each local market while maintaining their global POV.

Did you know that creativity is the second most in-demand skill in the world? But what does creativity really mean? Our client asked us to help them explore this question in three growth markets across Asia: India, Indonesia and Philippines. Through rich learning about the region’s local culture and social media landscape, the objective was to carve out compelling value propositions that would help cement their place in these markets, through future product innovations and campaigns.

The Approach

Over the course of three consecutive projects, we planned and lead the global team through local market Cultural Safaris exploring food, fashion and home design. We also spoke to cutting edge creatives to understand their lives and where they find inspiration. And somehow we still found time to take cooking classes, shop in local markets and visit galleries to fully immerse ourselves in the culture. In order to bring our understanding back to the brand in an impactful way, we also explored the role of social media apps and how the brand fit into the landscape.

The Impact

The brand’s target in the region was in a unique place: while they aspired to the Western world via the internet they still wanted to hold on to their cultural roots and traditions… which was also reflected in their relationship with creativity. We helped the core team bring to life these audiences for the wider team through evocative films, posters, and actionable strategic plans for each country.