RED is supporting Hitachi Construction Machinery’s (HCME) shift to digital content – creating interactive magazines, data sheets and brochures, using such tools as Foleon, a digital platform for creating eye-catching and user-friendly digital marketing materials.
An engaging experience
The goal was to move beyond static PDFs and printed materials to content that offers insights such as views, form submissions and machine-specific information. Foleon also allows videos to be embedded within digital magazines to better engage with customers.
Digital marketing materials for Bauma 2025
For example, the Bauma special edition of Ground Control – HCME’s popular customer print magazine – was transformed into a digital version. Visitors to the Bauma stand received an email with a link to this interactive magazine, enabling them to explore content on their own devices after the event.
RED also created a digital product book for Bauma, detailing specifications, information and media for each machine on the stand. Product panels included QR codes linking to these mobile-friendly digital assets, allowing visitors to easily browse and complete forms for more information, which are tracked back to individual pages. Additional digital data sheets were produced to further support the event.
Ongoing Foleon projects
Prior to and following Bauma, RED has been creating and maintaining HCME’s long-standing digital magazine iGround Control on Foleon. This ongoing work demonstrates how digital content can be tailored to meet the needs of a mobile and data-driven audience in the construction and machinery sectors.
Foleon fits well with HCME’s approach for several reasons. Its tracking capabilities provide valuable data for decision-making. The platform is straightforward to use and enables collaboration, allowing RED, the clients and their translation partners to preview and update content efficiently. Digital content is also more sustainable and accessible for HCME’s audience, many of whom use mobile devices on site or at home.
End-to-end project management
RED handles the end-to-end process for these projects, from writing the copy and sourcing photos and videos often captured during product shoots and customer visits, to building and mobile-optimising the Foleon pages. The platform’s mobile editing tools make it easy to adjust the layouts of desktop versions independently, ensuring a smooth user experience across devices.
Connecting with Hitachi’s audience
While print remains an important part of HCME’s marketing approach, the addition of interactive Foleon content offers new levels of engagement and insight. Together, these formats give Hitachi Construction Machinery the flexibility to effectively connect with its audience.
We’re pleased to support HCME in its digital journey and look forward to exploring new ways of tell our client’s story using innovative tools like Foleon.