Hitachi, already well-known in the UK for its consumer electronics, introduced its domestic cooling appliances to the market with a strategic awareness campaign.
While the Hitachi brand needs no introduction to most UK consumers for its consumer electronics, Hitachi Refrigeration Europe’s launch of domestic cooling appliances to the UK market required a two-tier approach to build awareness of this new category for Hitachi in the UK. Having built a strong brand and thought-leadership presence in electrical and retail media for Hitachi Refrigeration and its unique technologies, the QBF team set about making the brand arm and tech benefits known to UK consumers.
With all refrigeration brands shouting about energy efficiency, Hitachi’s innovative compressor motors and patented insulation technology were unlikely to excite the buying public. The PR strategy would focus on the tangible benefits of Vacuum Refrigeration and its ability to combat food waste, a hot topic in the press at the time, as well as the soft sell on style, design, and engineering to underpin the product’s premium price tickets.
Kicking off with a product launch event for consumer press to touch, feel and use the products, the consumer campaign focused on stand-out and memorable features. Hitachi’s Vacuum Drawer was highlighted in keeping food fresh up to twice as long as traditional refrigerator compartments, backed by third-party university research data and comparative imagery. Extrapolating these refrigerators’ ability to reduce food waste highlighted the unique, sustainable, and money-saving benefits of the products, creating an immediate buzz in mainstream consumer media.
With Hitachi already a household name, the campaign further built on the quality reputation and history of the brand, while leveraging its unique features that underpinned the brand’s global sustainability goals. From articles on reducing food waste to arranging full product reviews in some of the UK’s biggest consumer titles, the consumer campaign helped Hitachi Refrigeration establish a solid retailer base across the UK and a legion of consumers pre-engaged with the brand’s unique refrigeration technologies and benefits.
