ZX210X-6 movies

Ground-breaking videos

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

The challenge

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.

The solution

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 result

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.