Product category:
Integrated marketing
News Release from: The Liquid Way
Edited by the Marketingservicestalk Editorial
Team on 17 October 2007
Liquid designs pan-European Hitachi
roadshow
Hitachi is launching its latest projector, the A1, with a pan-European roadshow created by integrated agency Liquid.
The roadshow will travel to the key commercial centres of Amsterdam, Barcelona and London The Japanese electronics giant worked with Liquid to create an approach that would give consumers and businesses the opportunity to see the projector in action, rather than through traditional advertising routes
This article was originally published on Marketingservicestalk on 22 Oct 2007 at 8.00am (UK)
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Liquid's approach was designed to demonstrate the product and thereby provide a persuasive reason to buy.
Anton Jerges, Managing Director at Liquid, said: "Buyers are becoming immune to many marketing techniques, and the roadshow was a way of giving them the opportunity to see and try for themselves.
"Bringing the projector to the people gives Hitachi the opportunity to reach and interact with its target audience".
The A1 uses a radically new approach to projector technology to overcome the problems usually associated with projectors: projectors and screens work in tandem, but a projector usually has to be set quite far from a screen to get an image of a good size and quality.
This causes logistical problems - it requires quite a lot of space and testing to get the image right, and once it's set up, anything passing between the projector and screen will obstruct the beam and cast shadows on the projection.
Hitachi has developed the optical technology which makes it possible to have a projector and screen much closer together.
This new A1 projector is a short throw projector that can create a 60cm image from a projector which is just 42cm from the screen.
These projectors are generally used for presentations in schools and businesses, where space is at a premium.
The A1 Roadshow will be in London from 15-18 October 2007.
The Liquid Way, formerly known as Studio Liquid, is an integrated creative agency working with top-tier brands.
The agency advises clients at both a strategic and implementation level offering creative solutions that deliver business results through a range of media including brand creation, direct marketing, live events, interactive and website creation, Print, advertising, interiors and exhibitions.
Brands working with Liquid include Bentley Motors, Samsung Electronics, Samsung Mobile, Bang and Olufsen, Qantas Airways, Land Securities and American Airlines.
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