The full story of technological flair

Most people had heard of Casio, but few knew the full story - calculators and watches was what most often came to mind. The sheer breadth and technological ingenuity of the company that spanned cameras to digital musical instruments was not fully recognised. Internally, allegiance tended to be to individual sub brands, such as G-Shock, rather than the corporate whole, meaning the company was not getting full value from knowledge sharing or marketing synergies.

Cohesive and compelling

Dragon Rouge’s role was to bring the UK company together behind a common story. The positioning needed to build internal cohesion, provide the context and direction for structural changes within the company, an overhaul of HR systems and procedures and a new approach to pan-Casio communications.

Shared pride

A motivating, but simple, brand story, based around the idea of ‘personal possibilities’ captured the pride Casio people shared in their ability to discover and harness the power of personal technology to make people’s lives both easier and more stimulating. We started the programme with an internal Brand Book and employee launch presentation. From that basis, a new advertising and communication campaign was launched, around the idea of Casiology. Suddenly, ‘Casio’ is visible, exciting and being talked about.