CASE STUDY: 'Expect more' microsite by Creative Direction Consultants for Fujitsu
Fujitsu UK & Ireland is part of the global Fujitsu Group which offers ICT and micro electronics solutions and services across 70 countries. This business division offers IT services, systems and products from data centres and outsourced IT services, to strategic IT consulting.
In April 2009 Fujitsu Siemens Computers became Fujitsu - part of the world's fourth largest IT company. This campaign was focused on enterprise infrastructure solutions. These high value strategic investments have lengthy lead cycles and a complicated decision making unit. The specific objectives were a mixture or awareness and lead generation:
(1) To relaunch Fujitsu to the target audience, and educate as to the new go-to-market proposition of "Dynamic Infrastructures." Reposition Fujitsu as a thought leader and trusted advisor in the IT infrastructure space.
(2) To drive personalised and relevant direct comms to target audience in order to deliver 30 customer meetings, with a conversion rate of 40 per cent, generating sales pipeline of £24 million over 12 months.