The goal for the Hitachi new washing machine launch campaign was to reposition the conventional function-based “need” strategy to an emotional-based “desired” strategy derived from target insights that consumers necessary won’t select the product, only by function. To fulfill our objectives, the Strategists cast the Hitachi drum washer in the leading role, and positioned the movie itself as the core campaign medium. In fact, the Japanese box office movie is a dominant medium that targets consumers actively and also attracts them at the same time. Furthermore, the recent domestic film market success achieved extensive touch points.

Strategists played a central role 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 to fill every touch point with the movie aspects. We also hit all the consumer touch points by connecting the targeted consumers to the retail stores.

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!