Challenge: help Hitachi raise unaided brand awareness among business decision makers by effectively extending its photographic print campaign to online banners.Solution: create a Flash banner that eschews static photographs in favour of animated silhouettes that move through a photo-realistic setting.Goal: 20% increase in unaided brand awareness. Result: 489,000 hits; 76% increase in unaided brand awareness

Supported by print and online ads, the DM piece generated a 40% response rate. The campaign was viewed as such a success that the print execution was translated for five new markets.