Fitbit - Sense - Japan Localisation

About Genero
​​Genero is the global creative tech platform helping brands produce best practice content with speed, scale and efficiency. Our end-to-end production platform connects marketers with a global network of professional creatives, replacing inefficient manual processes and enabling brands to produce more, for less, without sacrificing quality.

The brief
Fitbit has an ongoing need to create locally relevant campaigns for Japan. They came to Genero to find a professional creative team with a deep understanding of the Japanese market.

The creative team would need to take existing US campaigns and reimagine them for Japan, taking into account culture and nuance while clearly communicating the benefits of the product.

The work
Fitbit have worked with Genero creator Strategy SET for these briefs, a full service creative agency and production house located in Tokyo with both English and Japanese language capability.

They take every detail of the campaigns into account, considering casting, locations, music, sound, tone, pace and of course, the script.

For the launch of the Versa 2 Smartwatch for example, Strategy SET reimagined every scene for the Japanese audience. The team brought unique insights to guide new scene developments, from switching the spin cycle scene to Crossfit which is a more popular workout in Japan, to featuring a different breed of dog which is more popular in the Japanese target cities.

View the content produced for the Fitbit Sense + Premium and learn more about our relationship with Fitbit Japan here.