Case Study - Hitachi Online Advertising Campaign

Hitachi Online Advertising Campaign

Project Type: Web Design & Development

Category: Consumer Goods

Techonology: Flash

Description

Hitachi, the consumer electronics giant launched an air conditioner for the first time with “Follow Me” feature. This “follow me” feature, developed by Hitachi gets activated with the press of a remote button. This works with the help of highly sensitive sensors of the ACE. Follow me air conditioner that detects even the smallest of the human body movements (1 ft. magnitude) in the three sensing zones and directs the airflow towards them.

Their target audiences included an affluent society (28 yrs – 45 yrs of age) and those who are brand lovers, technology freaks and are living in major metros plus places like Ahmedabad, Punjab, Haryana, and Hyderabad.

CHALLENGE:

To Increase the awareness about Hitachi’s new “Follow me Follows You” AC.
To generate curiosity amongst audience, so that they feel interested to know more about the same. Also, increasing the footfall on the landing page which would eventually lead to increased sales.

SOLUTION:

Suggested Activities:

Following activities were possible to promote the product online:

• Affiliate Marketing/ Fixed properties
• Lead based advertising (CPL)
• Impression based advertising (CPM)
• Cost per click (CPC)
• Mass mailing
• Final Media plan
• Final Media plan comprised of properties on both Horizontal and vertical portals with Fixed property,
• CPM, CPL and mass mailing activities.

Creative Concept:

• Flash: Web-Banners-Design-Portfolio
• Microsite: hitachi
• Duration of the activity
• 1.5 months activity

Success:

Brand new, the campaign was a hit with the total unique visitors on the micro site were: 5564 users.

• Total Page views were 10997
• Average time spent on the site was: 1:23 minutes
• 1694 crisp leads were generated from the campaign
• Increased in AC sales for that quarter