We were briefed to create a campaign to promote the Hitachi Support Chain – a full customer support system offered after buying a Hitachi machine. The links of service within the chain enable the customer to manage their fleet efficiently, help to minimise downtime and reduce running costs.
We showed this by asking customers how they had benefited from the after-sales service. Using black and white photography along with a splash of Hitachi’s strong orange brand colour we created a series of ads for print and online use that were signficantly different from any other campaign within the construction machinery industry and ensured maximum impact.
