Hitachi hires Liquid to develop launch campaign for new brand.
Hitachi LifeStudio is a new brand of hard drive products that takes simple storage and backup to a whole other level. When Hitachi started looking for an agency to help them launch the new brand, they selected Liquid because of our experience with technology brands and retail. Working on the LifeStudio launch has been fun because the products are truly unique. LifeStudio is much more than an ordinary drive – the products include software designed to help users manage their “digital mess” through an innovative interface that enables people to find, organize, and share photos, movies, music and files like never before. This is a total breakthrough for this category…as no other drive offers this type of user experience.

From messaging to merchandising, we delivered a complete launch campaign.
Liquid worked closely with the Hitachi marketing team to collaboratively develop all of the materials needed for the launch. We started by crafting a new messaging platform, then we developed product videos and marketing collateral, and lastly we designed a modular merchandising solution that includes  inline, end caps, and stand alone kiosks for retailers nationwide. We worked with Rapid Displays to quickly execute prototypes, work out details and to build the units that would end up in the retail stores.

LifeStudio is truly an amazing series of products.
Hitachi has practically re-invented the category, and built tons of innovations into the LifeStudio series of products. As is typical with most new products, there are a few areas for improvement, as pointed out by Walter Mossberg in his recent review on the Wall Street Journal: “I can recommend the LifeStudio drives for local and online backup, if Hitachi follows through and fixes the “read-only” bug I encountered…” According to Hitachi the company is addressing all of the issues and it is committed to delivering a great user experience. LifeStudio has also been reviewed by CNET, and CoolestGadgets, among others.

Want to get one of your own?
The new line of products are currently available at Office Max, Fry’s Electronics, Micro Center, and can also be purchased online at Amazon, BestBuy, and Newegg.

Author: Alfredo Muccino
Category: Brand Management,Brands in general,Consumer Electronics