Cannes Lions

DATA STORAGE

MRM PARTNERS, San Francisco / HITACHI / 2005

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Overview

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Credits

Overview

Description

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

Outcome

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.

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