The 'Triple Change' campaign, which will also run in Malaysia, Singapore and Vietnam, highlights Hitachi's five main product categories: refrigerators, washing machines, air-conditioners, vacuum cleaners and rice cookers, said marketing manager of Hitachi Sales (Thailand) Boonchai Putakotirat.
The year-long campaign, that will run across all media, and be supported by PR and dealer events, is expected to boost local sales by 10 per cent to 13.15 billion baht this year, he said. Some 80 per cent of the company's annual revenue stems from sales of home appliances.
Thailand's total market for household appliances is expected grow five per cent this year. Thais spent close to 70 billion baht on household appliances last year.
Five different TVCs created by Chuo Senko will run this the year, with a teaser ad scheduled to launch this month.
Hitachi is targeted at mid- to high-income families concerned about quality, and interested in "something new or unique". Communications will focus on Bangkok and its environs, as well as large urban centers elsewhere.
'Triple Change' to herald new Hitachi product launches
Hitachi has launched a 400 million baht (US$10.3 million) campaign as part of a regional move to reinforce the brand ahead of the introduction of some 100 electrical appliances this year.