ISSUE 課題
- For younger generations and urban dwellers, the construction machinery (construction equipment) industry carries entrenched images of “hard labor” and being “specialized and male-dominated,” necessitating brand value reconstruction to broaden societal understanding and empathy
- Alongside traditional sales methods centered on personal sales activities, the goal is to create new demand and expand sales through digital marketing
- Transition from short-term promotions to sustained relationship-building marketing to achieve the shift to a “chosen brand”
- Communications overly focused on product features fail to fully convey corporate values and ethos, making it difficult to gain emotional empathy
- Recruiting branding aimed at enhancing the appeal of the industry as a workplace is also considered
STRATEGY 戦略
Refreshing the image of the construction machinery industry — Corporate branding as a company to be proud of
＜Objective＞
Reestablish corporate branding that positively redefines construction machinery companies and communicates Hitachi Construction Machinery Japan’s social significance, advanced technologies, and corporate identity.
＜Target Audience＞
- Workers involved with construction machinery operations
- Enthusiasts of construction machinery and working vehicles
＜Approach＞
- Design integrated marketing throughout the year to unify brand experiences across various media and customer touchpoints
- Visual and copy expressions that appeal to emotions, visualizing the “mission” and “coolness” of construction machinery
- Documentary-style PR focusing not only on products but also on “people, workplaces, and communities”
- Multi-channel promotions crossing online, offline, and social media platforms
PLANNING 企画
Integrated marketing aimed at long-term brand image building
- Plan and produce over 20 promotional videos annually covering branding, product explanations, solutions, user testimonials, and on-site documentaries
- Define visual identity (VI) and ensure brand consistency in video production
- Plan and manage exhibitions and events
- Build owned media (website structure, copywriting, design)
- Strengthen emotional touchpoints through official Instagram and LINE sticker campaigns
CREATIVE クリエイティブ
- Video Direction: Core concepts of “coolness of construction machinery” and “human power of Hitachi Construction Machinery Group employees”
- Copy Development: Strong messaging resonating with “Human Power × Machinery Power”
- Storytelling: Convey stories that value not only product performance but also the people and contexts behind each site
- Brand Experience: Unify the brand worldview across all touchpoints, including video, web, social media, and events
- Communication Design: Deliver layered messaging tailored for diverse audiences from prospective customers to on-site workers
ROLL 担当領域
- Corporate brand strategy planning and tagline development
- Annual marketing planning and media strategy formulation
- Product promotion strategy planning and video production
- Product catchphrase development
- Video visual identity (VI) concept and production
- Website structure planning and design
- Official SNS (Instagram) strategy and operation, LINE sticker production
- Exhibition and event planning and management
