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Pan-European Hitachi roadshow

Agency: Liquid

Client: Hitachi

Hitachi is launching its latest projector, the A1 with a pan-European roadshow created by integrated agency, Liquid.

The Roadshow will travel to the  key commercial centres of Amsterdam, Barcelona and London.

The Japanese electronics giant worked with Liquid to create an experience which would give consumers and businesses the opportunity to see the projector in action, rather than through traditional advertising routes.

Liquid's approach has been designed to demonstrate the product and thereby provide a persuasive reason to buy.

Managing Director at Liquid, Anton Jerges, says, "Buyers are becoming immune to many marketing techniques, and the Roadshow was a way of giving them the opportunity to see and try for themselves.

“Bringing the projector to the people gives Hitachi the opportunity to reach and interact with their target audience."

The A1 uses a radically new approach to projector technology to overcome the problems usually associated with projectors.  Projectors and screens work in tandem.

But a projector usually has to be set quite far from a screen to get an image of a good size and quality.

This causes logistical problems - it requires quite a lot of space and testing to get the image right, and once it's set up, anything passing between the projector and screen will obstruct the beam and cast shadows on the projection.

Hitachi has developed the optical technology, which makes it possible to have a projector and screen much closer together.  This new A1 projector is a short throw projector which can create a 60cm image from a projector which is just 42cm from the screen.

These projectors are generally used for presentations in schools and businesses, where space is at a premium.

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