Hitachi promotes green credentials

Hitachi Europe, the consumer electronics brand, is launching a new brand campaign focusing on its green credentials. It will run in the UK, France, Germany and Poland.

The TV ad, created by CDP, will launch today (January 12) and will be supported by online activity.

The ad highlights how Hitachi products are used in consumers’ everyday lives and in their homes, but it also focuses on its environmental work.

The company says it is committed to reducing its CO2 emissions by 100 million tonnes by 2025. The TV ad uses the line: “It’s reassuring to know that a company that touches so much of the environment, is doing everything it can to help preserve it too.”

CDP, which is part of the Dentsu Worldwide network, was appointed by Hitachi at the beginning of October. The agency was awarded the £10m pan-European advertising account after a pitch against incumbent Loewy Group, McCann Erickson and Nexus-H.

Hitachi Europe has 11 key business areas: rail systems, power and industrial systems; information systems; computing; digital media and consumer products; automotive; air-conditioning and refrigeration systems; procurement and sourcing; research and development; and the Hitachi Design Centre.

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