A new brand campaign to promote Hitachi Europe has launched, focusing on the company’s core B2B products such as construction machinery, rail and data storage.
Developed by McCann Erickson Birmingham, the creative concept focuses on the question ‘Are you the Next?’ to mirror the corporate strapline ‘Inspire the Next’ and uses case studies to highlight the company’s European Social Innovation Business.
Three versions of the campaign featuring Rail, data storage and construction machinery will run in the UK, while five versions will run in the Polish and Romanian marketing, including Finger Vein scanning technology.
National and business publications will carry the campaign alongside online, outdoor and infomercials across UK, Romania and Poland.
Hans Daems, public affairs officer at Hitachi Europe, explained “Our new campaign centres on Hitachi’s Social Innovation Business, the areas of our business where we feel Hitachi most contributes to society through our technology. The goal of the campaign is to raise awareness and understanding of these areas of Hitachi’s business, while showcasing our customer focus. McCann Erickson’s creative approach of ‘Are you the Next?’ successfully puts customer stories at the heart of the campaign, which was the reason we chose them as our partner agency. Consistent media buying across the three geographical areas helps us reach our target audience of senior executives.”