The Brief

The activation objective is to transform Hitachi from a professional air conditioner brand to a human-caring brand, in order to differentiate from competitor and win brand preference.

Describe how the promotion developed from concept to implementation

Hitachi’s target audiences are young couples living together who about to shop for the air conditioner for their place. They heavily rely on social network that it overrides the real social life. The phenomenon is called “head-downers”: the smart phone users who browse phones all the time. This results an active interaction on the virtual social network, but distant one in the real world. Relationship temperature of real social network is dropping. Riding on this important social phenomenon, the campaign encourages consumers to relook at their real social life, and bring back the temperature of relationship.

Describe the success of the promotion with both client and consumer including some quantifiable results

-Over 160,000 participants online -110% of earned media through Facebook posts shared -3,000 people participated face-to-face event -Earned TV news coverage of US.$20,000(NT$600,000) media value

Explain why the method of promotion was most relevant to the product or service

We talk to the target where they feel the most relevant to the issue – Facebook A concept video of a story addressing the issue “hot on Facebook, cold in the real world” the drooping temperature in real social life has aroused media attention. Through a friendship temperature test on Facebook, consumer examines the social network impact. We encourage them to in person at Hitachi-event. At the event, we parodied an actual Facebook wall, letting friends meet face to face to bring back the temperature of relationship. Hitachi’s encouragement to the consumer helps transforming the brand to a human-caring brand.