Company: Hitachi Construction Machinery (Europe) NV
Industries: construction, demolition, recycling, quarrying and mining
Solution: copy writing and movies
Background: HCME is responsible for the manufacture, sales and marketing of Hitachi construction equipment throughout Europe
For the launch of its landmark ICT hydraulic excavator, the ZX210X-6, HCME wanted a range of promotional materials to show the features and benefits of this innovative model. RED was asked to create several video options to target different audiences and suit various social media channels.
Working closely with HCME, RED demonstrated the USPs of the machine in several edits. These ranged from a short teaser video to create an initial buzz about the new model, a walk around with a product expert, a video highlighting easy operation, and a full-length movie that included interviews with engineers, operators and customers. The project involved script writing, interviews with product specialists, job site visits, creating graphics, and coordinating subtitles and voiceovers.
The videos were published in phases on social media and proved hugely popular. One attracted more than one million people on the HCME Facebook page – the highest number of views ever reached for our client. They were also carefully created to tie in with related materials including a press release, website copy, web banner, product brochure and an article in customer magazine, Ground Control.
“Your awesome videos have gained a lot of attention on social media. A lot of views and high engagement! ”