Hitachi
Key Results
of Hitachi's strategic target account list reached
impressions
website visits
Problem
Hitachi has a breadth of capabilities few competitors can match, particularly within the data center sector. The challenge was significant: how do you bring together capabilities from across six Hitachi businesses into one clear and compelling global proposition?
Previously marketed separately, there was a clear opportunity to bring these capabilities together, to show customers the breadth of Hitachi’s combined energy, infrastructure, digital, security and operational expertise needed as data center infrastructure requirements accelerate globally.
We needed to create a clear, unified story. One that would position Hitachi as a strategic growth partner, while giving global sales and marketing teams a consistent platform to engage priority customers across markets.
Solution
Combining business strategy with technology strategy, TEAM LEWIS worked closely with stakeholders from across Hitachi to develop three potential strategic routes for the segment. Following senior stakeholder approval of the transformative route, Think Beyond the Data Center, it was brought to life as a clear global proposition and integrated campaign. Reframing the role of the data center as a strategic driver of business outcomes. It helped shift the conversation from individual infrastructure requirements to the broader business outcomes the data center needs to enable.
The proposition established a platform that would go on to align with Hitachi’s wider global brand activity and its “What’s next” narrative, connecting the campaign directly to Hitachi’s broader approach to future data center innovation.
For internal communications, the proposition gave six business units a shared framework for customer conversations, supported by sales enablement materials including audience cheat-sheets, infographics and presentations.
The external communications campaign centered on a dedicated microsite and content hub, supported by a hero brand proposition film, organic social assets and a connected presence at key industry events.
A thought-leadership programme put senior Hitachi spokespeople at the heart of key industry debates. Video and written content tackled topics including IT/OT convergence and the talent crisis, strengthening Hitachi’s authority across the wider data center agenda.
Execution
The first phase of the campaign was activated across PR, paid and organic LinkedIn, employee social channels and key industry events, extending the proposition from Hitachi’s own platforms through its people and into wider industry and customer conversations.
The global campaign successfully reached 100% of Hitachi’s strategic target account list, covering up to 50 priority companies.
Across 16 countries in North America, Europe, APAC, LATAM and VENA, the campaign generated 4 million impressions and drove almost 40,000 website visits, creating a global platform for continued brand building and customer engagement.
“This is the second time I have worked with TEAM LEWIS on strategic positioning and campaign delivery. They helped us turn a complex global challenge into a clear, compelling proposition. Its successful launch reflects a genuine One Hitachi collaboration, with teams across the business working together to bring Think Beyond the Data Center to life and take it to market globally.
Karin Fitzpatrick
Hitachi Group Sales and Marketing
