Hitachi
Previous Project
Revealing Japan’s best kept secret
Disciplines—
advertising + media + digital + integrated + brand development + channel enablement
Challenge—
Hitachi plasma and LCD televisions are some of the best you can buy. They are the brand of choice for ultra-knowledgeable Japanese buyers.
Sadly, until recently, few people in Europe knew this.
Solution—
First, working with our partners Dentsu Young & Rubicam in Tokyo, we researched why more Japanese buy Hitachi than any other brand. We discovered that there were plenty of facts and technologies that made Hitachi TVs the obvious choice.
Then we conducted research with European buyers. We discovered that they didn’t care about the technologies. In fact, they were bewildered by the range of widgets and acronyms in the market. They simply wanted a TV they could be proud to show off in their living room. During the research, we happened to mention that Hitachi were the choice of the Japanese buyer.
Bingo.
The response was that if the Japanese choose Hitachi, they must be good. This gave rise to an advertising campaign centred around the headline ‘Japan’s best kept secret.‘ In the executions we used premium photography shot in Japan with local models who gave the viewer a glimpse of the products.
The result is the bold, confident look of a brand leader and the turning of the tide in TV buying.
Contact—
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