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Hitachi ‘G-Technology – Driven Creativity’ campaign

Hitachi ‘G-Technology – Driven Creativity’ campaign

The brief

G-Technology by Hitachi Europe briefed The Liquid Way to re-launch its range of premium external storage solutions (hard drives) across the UK, France and Germany.

The target audience: aspiring and professional video, music, film and design creatives who work on Apple Mac.

The objective of the campaign was to boost sales and create preference for G-Technology over competitive drives.

The work

The Liquid Way’s research found that G-Technology was already highly rated by creative users, who trusted their ‘digital negative’ to G-Technology drives because they were appreciated as reliable and designed for their needs.

Liquid devised an integrated campaign designed to push traffic to a European website. The campaign focused on recommendations from internationally respected creatives (cinematographers, photographers and music producers) whose work would have been irreplaceable if lost due to a hard drive crashing. It also associated the ruggedness of the drives with the extremes to which these artists were driven to in order to achieve their work.
A fully-integrated campaign was launched in January 2010 under the campaign line ‘Driven Creativity’, with activity including:

•  Online and print display advertising (targeting the three key European territories) featuring the amazing creative work of our G-Technology ambassadors - creativity trusted to G-Technology hard drives.

•  A European website (UK, German & French versions) and social media campaign  including twitter, YouTube ‘hints and tips’ videos from campaign ambassadors and links from their websites

•  G-Technology’s sponsorship of the European Independent Film Festival - targeting filmmakers and the converging photography/video market. Including video/flickr blogs throughout the festival fronted by a respected industry filmmaking blogger.

The results

In the first month of the English website’s launch, G-Technology sales via Apple alone in EMEA increased by 250% in store and 400% online.

Online advertising achieved three times the average click rate and 8% of all visits to the site resulted in purchase enquires.

The campaign was designed from the outset to be social media optimised. Engaging with the G-Technology ambassadors not just as ‘faces’ but fully integrated in supplying hints and tips videos, workflow and creative insights, interesting stories and partaking in workshops at Apple stores to show that G-Technology understands the needs of the digital content creator.

The success of this was proven by the high number of monthly hits received via the ambassadors’ sites – for example natural links from one ambassador to the new G-Technology website site were the equivalent in one month of £5000 in PPC.

The campaign was effective because it focused on the emotional reason to buy a hard drive – to keep your creativity safe.

It moved the technology-obsessed sector forward by not promoting the drives based on disk speed and capacity gigabytes. Instead it positioned G-Technology drives as the safe place store your irreplaceable hard work. The campaign identified the real issues facing content creators – supporting & driving their creativity.

The sponsorship of the European Independent Film Festival also positioned G-Technology as being firmly on the side of independent creative filmmakers in a way never before seen in this sector – making drives designed for their needs, lowering the cost bar for independent filmmakers to unleash their creative talent.   

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