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Leeds agency works with Hitachi Capital UK on first brand marketing campaign


Leeds agency Home has worked with financial services company Hitachi Capital UK on its first ever overarching advertising campaign targeting the business audience across the UK.

The four-month Game Changers campaign runs across channels including YouTube, national newspapers and key commuter hubs, featuring touchpoints relevant to each of Hitachi’s five business units.

At the centre of the integrated brand campaign are a series of YouTube adverts illustrating the impact of Hitachi’s financial solutions. The adverts focus on aspirational ‘Game Changers’ from a range of industries who strive to push their businesses to the next level.

Based on users’ profiles, native and outstream video advertising will see audiences presented with a series of brand and business unit focussed adverts, whilst programmatic online display will match key audiences to specific campaign messaging. OOH advertising at high footfall train stations in London during key commuter times also forms part of the campaign.

Digital execution will be complemented by a series of attention grabbing half-page and full-page adverts in national, regional and trade media titles.

Watch the 30-second version of the campaign here

Theresa Lindsay, Group Head of Marketing at Hitachi Capital UK, said: “Hitachi Capital is already renowned for quality, innovation and the highest level of customer service, yet people often more readily associate our brand with manufacturing rather than finance. However, we’re now one of the UK’s fastest growing financial businesses thanks to nine years of successive growth, servicing over one million customers.

“Our highly targeted Game Changers campaign will significantly raise the profile of the Hitachi Capital brand amongst our key target audiences for the first time.

“This campaign aims to build an emotional connection with the business community to Hitachi Capital, speaking to peoples’ aspirations and inspiring trust. Ultimately, our Game Changers campaign will accelerate our growth towards becoming a household name in financial services.”

The multi-channel advertising campaign will run until May 2019 and was created in conjunction with marketing agency Home.

Sam Rainey, Commercial Director at Home, added: “We’re delighted to be working with the team at Hitachi Capital on our first campaign together. We’re confident that our integrated creative and media approach targeting our business audience during the moments that matter will help Hitachi Capital to continue to grow.”

A wholly owned subsidiary of Hitachi Capital Corporation, one of Japan’s largest non-bank financial institutions, Hitachi Capital UK employs 1,200 staff and has £5bn of net earning assets. It generated £116.4m profit before tax in 2017/18.

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