Legendary Hitachi customer
Company: Hitachi Construction Machinery (Europe) NV
Industries: construction, demolition, recycling, quarrying and mining
Solution: copy writing, design, photography and movies
Background: HCME is responsible for the manufacture, sales and marketing of Hitachi construction equipment throughout Europe
The challenge
To create a new style of corporate movie highlighting Hitachi’s brand values. Our client challenged us to step away from our tried-and-tested method and instead come up with a more emotional approach.
The solution
We presented the idea of a customer-focused production, interviewing and filming a series of loyal Hitachi owners who share a passion for their construction machinery. Rather than interviewing them on job sites (as we do for Hitachi product-based movies) we recommended a more intimate technique to make the subject feel more at home and therefore deliver a heart-felt brand message.
The result
After close cooperation with the Norwegian Hitachi dealer Nasta, we spent two days with Osen-based contractor Wiggo Rønningen, who duly delivered a down-to-earth testimonial from the comfort of his own kitchen. “GREAT!!!”, said Nasta, and “Without a doubt, my favourite Hitachi movie so far,” added our client at HCME… look out for the next movie in this series!
“These guys from Hitachi know what they’re doing!”
