When quality counts

RED has completed its first German-only advertising campaign on behalf of Hitachi Construction Machinery (Europe) NV and its authorised dealer for the country, Kiesel. After some independent research on the German market, RED was briefed on creating a series of ads targeted at the specialist trade press.

Emphasising quality

The winning concept – emphasising the quality of the Hitachi products and Kiesel’s after-sales service – was presented to our client in a three-dimensional testimonial style. This highlights the customers, portrays their companies’ relationship with the dealer and shows the latest Hitachi models at work on site.

The final product

This was selected to achieve a strong stand-out in the media thanks to an execution not seen before in this market. The photography and customer interviews were carried out after trips to eastern and southern Germany, and the final ads turned around in time to meet the client’s requirements for an intensive campaign in the first quarter of 2017.

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