Hitachi Brand Case Study
Being at the forefront of innovation and technology can be exciting, but it comes with challenges. Driving awareness, especially if you’re the company leading the charge, can be difficult. This is why Hitachi chose to work with UM. We understood the need to balance long-standing heritage with cutting-edge innovation, in order to create a high-impact global brand campaign.
Hitachi is a global tech giant revolutionising social innovation business. Their challenge was to reach senior business decision makers across the UK and Italy to promote key events. This was an audience that was both challenging to reach and time poor. Cutting through would require sophisticated and targeted campaigns that would resonate with the audience immediately.
The UM strategy
Using our proprietary ‘Moments Planning” tool, we were able to identify insights that helped us to truly understand the target audience. Drawing out relevant truths about each audience including media preferences, motivations and desires, helped us identify the most effective channels that would deliver our objectives.
The campaign ran across offline and online channels and demanded a huge degree of campaign integration across multiple specialist areas. Having the Moments Planning process adopted as standard across European UM teams in the UK and Italy meant a consistent, high-quality approach throughout the brand campaign, regardless of location.
The campaign was delivered across various channels including:
- High-impact targeted Digital Out of Home (DOOH)
- Cover wraps and full-page ads across selected press titles
- Digital activity including video and page takeovers
- Social activity across selected publishers
- New digital and mobile targeting strategies were applied across our OOH locations to maximise frequency
- Overall we delivered +26% against the combined awareness targets across all regions
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