Integrated Direct Mail, Digital and Advertising campaign for Hitachi

The Challenge

Enterprise-class drives are notoriously hard to promote. The class of hard drive is so specialist and mission-critical that target buyers are resistant to considering new suppliers. We were tasked with promoting the Hitachi Ultrastar enterprise-class drive to Europe and recruit resellers across Europe.

The Liquid Way

We sparked the audiences’ imagination – focusing on the drive benefits by attributing the advantages of the hard drive with a personality they could 
relate to and remember.

We devised an integrated campaign featuring a dalmatian dog. Just like the Ultrastar, he had pedigree, was dependable, great at doing tricks, not easily distracted and more than able to knock the spots off 
the competition.

Liquid Results

170 new resellers signed-up.