With sales of projectors now accounting for a larger share of their overall market sales, Hitachi Digital Media briefed m4 to develop a strong identity branding programme across the UK and Europe to promote their complete range of projectors to dealers and end users which would set them apart from the competition in this crowded product area.

The identity branding “Innovate – The Future of Projection” was created and developed to illustrate the versatility of the features and benefits of the range and aimed to exemplify Hitachi’s legacy in innovation. The creative identity was rolled across all marketing communications above and below the line. Collateral included stationery, dealer support material, dealer competitions and giveaways, exhibition stands, web site, microsite design, B2B advertising and Transvision animations in the major UK network rail stations.

This project was a successful collaboration between client and m4 but also fostered closer relationships for Hitachi with their customers. In all the Innovate campaign contributed towards an integrated messaging, implementation and successful identity programme for Hitachi Digital Media projectors promoting innovate brand awareness and producing a successful increase in product sales. This branding has continued to be utilised by Hitachi across their projector range for the last three years and will feature again with the new technology for 2011.