The challenge
Translate vision into campaigns
Hitachi delivers innovations that answer society’s challenges, as summarized by their slogan: “Inspire the Next”. The group’s European medical systems division needed a broad campaign architecture that translated this vision into a practical and consistent campaign style that stood out from the pack while being flexible enough to be applied to a variety of products and solutions.
The solution
The Next Level…
Mark Partners created a bold and dynamic campaign concept and architecture based on The Next Level, with people and patients at its heart – and differentiated from the standard tech vendor narrative of its competitors. A natural extension of ‘Inspire the Next’, the campaign has multiple meanings, can be applied at various levels, and is able to engage an International audience. The goal: to drive direct sales while consolidating the Hitachi Medical Systems Europe brand.
Result
280,000 social interactions at kick-off
The Next Levelcampaign has been successfully used not only for marketing traditional and digital campaigns but also events and international communications. When officially unveiled at the European Congress of Radiology (the most important event in the industry calendar) the Next Levelcampaign helped generate 377 leads and 280,000 social media interactions – by far the company’s best ever results for this event. Not only is the Next Levelconcept now firmly established for future European campaigns, it has been adopted by Hitachi’s sister business in the United States.
"Our brief to Mark Partners was to create a campaign theme that was simple, powerful, yet flexible. Their creative work has had real impact in the marketplace and is delivering results for our business - and we hope and expect to use it for some time to come."
Name, title
What we delivered
- Consulting
- Copywriting & content
- Design
- Film
- Digital & social media