Launch of premium external hard drive brand into European marketplace

The Challenge

The G-Technology brand of external storage was created to meet the needs of the creative community for ultra reliable and rugged storage able to cope with the demands of image, video and audio streaming and editing.

The company had grown from its roots in 2004 in California servicing the local community of audio/video creatives to a successful Pan-American business. When Hitachi purchased the business in 2009 they asked The Liquid Way to create a strategy to launch the brand into the very crowded and competitive European market.

The Liquid Way

Extensive research into the target audience revealed some key insights which drove our strategic approach. ‘Reliability’ was key with the content stored by content creatives on their hard drives often irreplaceable. And ‘recommendation’ was critical with nearly 80% of purchases online driven by word of mouse.

Our solution was to create an ambassador-driven campaign which presented G-Tech creatives around the world who went beyond the norm in producing something unique and irreplaceable. The core proposition was that if these very demanding professionals trusted their hard work to G-Tech then prospective creatives could buy with confidence.

A fully integrated campaign was created using a wide range of channels including digital, social media, sponsorship, events and online and print display advertising, Media focused initially on the English, French and German territories with ROI key throughout.

Liquid Results

Creative performance has been exceptional with banner advertising achieving 3 times the average click rate. Social media channels alone have driven over 40,000 unique visitors to the new European website.
The campaign has been so successful that The Liquid Way are now retained by G-Technology and we continue to plan and manage the meteoric rise of the brand throughout Europe and the Middle East.