How a Legacy Brand Reclaimed Relevance Among Today’s Business Decision Makers

Hitachi launched the global “Social Innovation is POWERING GOOD” campaign to demonstrate its commitment to building a sustainable society and support its 2021 Mid-term Management goals. In the U.S., however, the brand faced a perception gap. Business leaders respected Hitachi’s legacy in engineering but did not view it as a driver of innovation—an urgent issue in a market where transformation and social impact now guide strategic decisions.

Our 5C assessment identified the opportunity to reposition Hitachi from a reliable manufacturer to a collaborative partner solving environmental, societal, and economic challenges. The mission was to deepen understanding of Hitachi’s Social Innovation Business among senior decision makers and equip them to advocate for Hitachi within their organizations.

The brand strategy, Empower Collaborative Transformation, focused on three actions: command attention through credible, fact-based storytelling; connect Hitachi’s innovation to real business outcomes; and equip executives with proof points they could confidently share with peers. A digital-first approach ensured precision targeting across key markets including the Bay Area, Midwest, New York, and Washington, D.C., reaching CEOs, CTOs, and technology purchasers.

Creative assets were tailored by role, emphasizing trusted voices, industry relevance, and leadership responsibility. Rather than broad promotion, the campaign sparked conversation around purpose-driven innovation and what it means to “power good” in the real world.

Key performance metrics centered on meaningful engagement. Increased time spent on Hitachi’s website and strong interaction rates validated the campaign’s resonance among senior leaders seeking partners in transformation.

In the end, this campaign did more than raise awareness. It reintroduced Hitachi as a catalyst for progress, inviting decision makers not just to recognize innovation, but to build it with them.