Hitachi Launches New Brand Campaign Highlighting Efficient and Responsible Business Solutions
TARRYTOWN, NY, January 5, 2010—Hitachi, Ltd. (NYSE: HIT/TSE: 6501), today announced the debut of a new corporate brand campaign handled by New York-based Gotham, Inc., an account the agency was awarded in 2009 as the Agency of Record for corporate branding for Hitachi in North America. National advertising and marketing initiatives will target C-level executives and key business decision makers aimed at promoting Hitachi’s ongoing commitment to innovation and environmental corporate responsibility. The campaign consists of three executions highlighting Hitachi automotive and energy products, as well as storage solutions - three burgeoning categories when it comes to providing solutions that not only boast efficiency, but also serve to contribute back to both society and the environment. Integrated print and online efforts launched this week along with a microsite (www.hitachi.us/connected) allow visitors to learn more about the breadth and diversity of Hitachi’s businesses in North America.
“The campaign is aimed at a very elite audience – top executives whose decisions not only affect major corporations, hospitals, factories, municipalities, utility companies and so many more; but whose decisions also affect our environment,” remarked Lauren Garvey, Director of Branding and Corporate Communications, Hitachi America, Ltd. “We continue to make great strides in the automotive, energy, and IT businesses with increased efficiency thanks to R&D and implementation of advanced technologies. Our goal was to develop a campaign that not only featured those solutions, but also drove home our century-long corporate philosophy of contributing back to society and to the environment.”
The ads not only convey the impact of smart business decisions like choosing lithium-ion batteries, Hitachi’s energy solutions or investing in high storage data solutions, but also the ultimate effect those decisions have on the world around us. Print advertising executions will run in mainstream and vertical business publications including: Automotive News, CIO, Economist, Fast Company, Fortune Magazine, Harvard Business Review, Power and The Wall Street Journal. Banner ads driving visitors to a microsite will look to engage and inspire the same business audience online. Initiative NY is the media buying agency for Hitachi’s brand campaign in North America.
“While everyone else appears to talk about "green" as if it is an add-on to their agenda, Hitachi is saying that we are -- and have always -- taken a more holistic approach,” says Marty Orzio, Chief Creative Officer at Gotham. “We consider everyone along the symbolic red road, which not only includes our clients and their customers, but also the environment and future generations.”
The campaign launch coincides with a milestone in Hitachi, Ltd.’s company history—its 100th anniversary being celebrated in 2010 as a leader in global engineering and technology.