Hitachi Capital completes rebrand with Novuna ad campaign

Hitachi Capital (UK) is marking its official rebrand as Novuna by launching a £1 million media blast which includes a social and digital ad campaign, radio and podcast advertising and a major refresh of all websites and social channels.

The brand campaign will feature each of Novuna’s divisions, which include Novuna Vehicle Solutions, Novuna Consumer Finance, Novuna Business Finance and Novuna Business Cash Flow and is set to run for six months.

During that time its projected to generate over 139 million impressions, with the TV advert set to reach an audience of 33 million across Channel 4, ITV and Sky.

The TV advert features the song Tomorrow from the musical Annie, which Shan Ako, X-Factor finalist, singer songwriter and star of West End musicals including Les Misérables and Whitney, re-recorded especially for the campaign. The creative concept encourages people to think about those key events or decisions that will “make their tomorrow”, positioning Novuna as the trusted finance partner to help them get there sooner.

The integrated campaign will also feature radio ads for some of the largest networks, podcast sponsorships for the likes of The Guardian and The New Statesman, and targeted social media and digital ads.

Theresa Lindsay, group marketing director at Novuna, who led the rebrand, said: “The creative concept aligns perfectly with where we are as a society, emerging from the pandemic. People are more eager than ever to get their plans off the ground and move forward, creating new opportunities, whether as an individual or as a business, and it’s this sentiment that we’ve captured in our campaign.

“Over the last decade we’ve established ourselves as one of the UK’s leading consumer lending, asset finance and vehicle leasing providers, and we’ve achieved that putting sustainable economic growth and customer experience at the heart of our business.

“Our new brand reflects our core strengths and is very much focussed on how we use our creativity and expertise to support customers through rapid change, creating extraordinary solutions that our customers love.”

Novuna is a trading style of Mitsubishi HC Capital, created from the Latin words “novo”, meaning “new” and “una”, which signifies “together”. The company has over 1,600 employees, £6.3bn of net earning assets and over 1.3 million customers.