Campaign: Case Study - Applied science

Hitachi Europe brings its technology to life.

- What does the campaign involve?

Technology brand Hitachi Europe has created a live-action experience event, showcasing products that are used in areas such as transport and the home.

Organised by agency The Liquid Way, the first two-day event took place on 20-21 February at the Queen Elizabeth II Conference Centre in London, and used all six floors of the venue. It will visit Le Grande Arche in Paris from 21-23 May.

The event consists of five zones: Fabric of Life, Home Life, Transport Life, Work Life and Future Life. The Home and Work areas feature eight actors demonstrating engaging experiences within interactive environments. For example, an actor plays the role of a mother using Hitachi's touchless interface technology, turning the pages of an e-book and website by moving her hand in front of the screen, in a similar fashion to Tom Cruise's character in the movie Minority Report.

In Future Life, guests see prototypes of Hitachi technologies and talk to researchers about areas such as in-car hydrogen fuel cells and 3D TV. This area also showcases Hitachi's optical topography, technology that allows for non-invasive brain scans.

The Fabric of Life area demonstrates how Hitachi technologies can support a planet that is becoming densely populated, with products such as finger-vein authentication to improve cyber security.

Finally, Transport Life highlights Hitachi's automotive and rail technologies, which are set to benefit the individual and the environment.

- What are its objectives and target market?

Hitachi aims to reach senior decision makers and influencers, from CEOs to purchasing directors. Its main objective is to create cross-selling opportunities to existing customers by showcasing products they may not be aware of. It also wanted to bring all 26 of its European business groups together for the first time within one event.

- How many individuals does it hope to reach?

In London it reached 2,500 people, which will be the target for the Paris event.

- How is the success of the campaign being evaluated?

By tracking the effect on sales in Europe.

- Will the format change in Paris?

It will be the same as London but on one floor of the venue, which presents a new set of logistical challenges.

The Liquid Way
(01483) 459911

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