Media > Product and Service
A TIME MACHINE? A WASHING MACHINE?
DENTSU, Tokyo / HITACHI / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
The communication goal for Hitachi’s new washing machine launch campaign was to reposition the conventional function-based “need” strategy to an emotional-based “desire” strategy. This was derived from target insights that consumers won't necessarily select the product simply by specs but by emotion. To fulfill our objectives, we established a movie project where the washer takes the leading role and the movie itself becomes the launch campaign medium. Japanese box office movies are the dominant media that target consumers actively and also attract them. Furthermore, the recent domestic film market’s success achieved extensive touch points.
Effectiveness
Massive movie TVCM; PR of over 100 programs, worth over $10 million.95% (vs. 75% at pre-campaign) showed purchase intentions. After watching the movie, 100% showed purchase intentions.
Washer sales: 120% of goal.
Consistently ranked top 3 at product comparison sites!Top seller at stores!
Execution
Strategists played a central role in developing a new creative campaign combining the Hitachi Washer with the box office movie. We not only succeeded in letting a washing machine take the leading role and including it in the movie’s title, but also accomplished accomplished every touch point with the movie aspects. We also hit all the consumer touch points by connecting the targeted consumers to the retail stores.
MediaStrategy
Target audience for washing machines is 35-44 years old according to market research. The first phase started with a strategic word-of-the-mouth campaign based on teaser trailers and publicity. Secondly, we secured every touch point (web, mobile, magazine, newspaper, brochures, etc.) that our target would access when selecting a washing machine, and lured them to the retailers. A sweepstake campaign website was specially developed. Also, to capture dramatic attention in the washing machine department in stores, we displayed the mockup of the drum washer time machine from the movie.
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