Ground Control Africa

Special edition

Company: Hitachi Construction Machinery (Europe) Ltd

Industries: Construction, demolition, recycling, quarrying and mining

Solution: Copywriting, design and photography

Background: HCME is responsible for the manufacture, sales and marketing of Hitachi construction equipment throughout Europe

The challenge

To design a special edition magazine at short notice for distribution at the TICAD conference in Kenya. The publication also had to focus on Hitachi’s African-specific construction and mining machinery, customers and job sites.

The solution

We created a one-off edition of HCME’s popular customer magazine – Ground Control Africa – that combined existing customer testimonials, photography and machine specifications from the RED archive.

The result

The magazine was created, approved and delivered directly to Kenya by RED to meet the client’s budget and time restraints. It was positively received as a useful promotional tool to highlight Hitachi’s capabilities on this unique continent.