Hitachi Digital Services, leveraging the industrial giant's formidable legacy, has embarked on a global brand campaign to firmly establish its presence in the competitive digital consulting arena. The initiative, which commenced on March 31st with an indefinite run, aims to elevate the visibility of Hitachi Digital Services across social and owned media channels, with a strategic emphasis on LinkedIn and web platforms.

Spearheaded by the agency Colossus, the comprehensive campaign targets global markets, notably North America and Europe. The undertaking encompasses a holistic brand strategy, the creation of three impactful 30-second video advertisements, and an extensive internal launch film designed to galvanize Hitachi employees around the newly unified brand identity.

While Hitachi boasts widespread recognition in heavy industry sectors—renowned for its bullet trains, sophisticated smart farming systems, and robust energy grids—its digital services arm has historically maintained a lower profile. This new campaign represents a concerted effort to carve out a significant space for Hitachi Digital Services within the digital consulting landscape, a domain currently dominated by industry titans such as Accenture and McKinsey.

The core strategy of the campaign ingeniously plays on the contrast and convergence of Hitachi's established industrial heritage and its burgeoning digital future. Operating under the compelling banner of “Power of Innovation,” the campaign effectively bridges the company's operational strength with its mastery of information technology, positioning the newly unified brand as a potent force across both tangible and digital realms.

For Hitachi Digital Services, this rebranding effort signifies a pivotal transformation. After operating in a somewhat fragmented manner across various global teams for an extended period, the company recognized the critical need for a cohesive voice and a unified platform to clearly articulate its unique value proposition to both its clientele and internal stakeholders.

“Colossus has proven to be a world-class partner as we execute the rollout of our global identity,” affirmed Menaka Thillaiampalam, Chief Marketing Officer at Hitachi Digital Services. “From the foundational brand strategy to the nuanced design and impactful advertising, they have been instrumental in helping us articulate our unified brand narrative.”

The campaign's video assets, which are being disseminated globally across social media platforms, artfully blend cinematic visuals of industrial landscapes with compelling digital metaphors. This visual juxtaposition effectively underscores Hitachi's capacity to assist organizations in tackling intricate challenges at a significant scale. In a departure from the often clinical or overly technical approach prevalent among B2B brands, Colossus has crafted a narrative that is both ambitious in its scope and grounded in the tangible, real-world impact of Hitachi's combined industrial and digital expertise.

This significant campaign also coincides with a period of notable success for Colossus within the B2B marketing space. Over the past year alone, the agency has launched impactful campaigns for prominent companies such as Vaco/Highspring, ZoomInfo, and Dashlane, further solidifying its reputation for building brand recognition for clients possessing substantial intellectual capital but relatively understated market voices.

With clearly defined and measurable objectives encompassing brand awareness, the generation of marketing-qualified leads, and increased web traffic, this campaign signifies a confident and strategic step forward for Hitachi Digital Services. It serves as a powerful reminder to global audiences that true innovation often flourishes at the dynamic intersection of the physical and the digital worlds – where code and concrete converge.