With the sales launch of Hitachi Heat Pumps to the New Zealand market starting on March 1st, Temperzone was faced with a major problem. Even though Hitachi is the 3rd largest Japanese air conditioning manufacturer, NZ consumers recognised Hitachi as a quality brand for power tools not heat pumps. The task of launching a new brand also had to face the added challenge of a recession, leaving many companies hesitant to try something new.

Highlighting the quality of the range and very reasonable pricing structure, Temperzone has introduced the Hitachi product range to the market as ‘the best value heat pump in NZ’. While trade acceptance is important, creating consumer awareness of the brand is critical at this stage due to the different market structure.

Offering a 6 year warranty , when most of the rest of the market only offer 5 years, was an important step in increasing consumer confidence with Hitachi product in NZ.

Paul Taylor, Temperzone NZ’s Hitachi Brand Manager said, “we had to create immediate brand awareness with the buying public and drive business for Hitachi to the contractors and resellers. Our Consumer marketing is based around the concept of "Another Hitachi Day" - no matter what the conditions outside, bring your perfect day inside. We launched this via a nationwide radio campaign which we call the Ukulele Promotion”.

“We started off running the jingle (which some people describe as catchy and others as irritating) just as a radio campaign which ran for several weeks. Things really took off when we turned the radio campaign into a competition asking consumers to make their own video version of the jingle accompanied by a ukulele. With $15,000 in prizes up for grabs, including $10,000 for first prize, it has created a huge amount of interest.”

Competitors make their own original video, enter on the new www.hitachiheatpumps.co.nz website and the videos are then posted on YouTube. The video with the most views on YouTube is the winner.

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