CASE STUDY: 'Infrastructure as a service' 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.
Fujitsu had a marked competitive advantage in the marketplace for enterprise class cloud computing services. This new technology was a major IT trend and was attracting lots of hype and media coverage. Fujitsu was the first provider in the UK to offer the service available for live business systems. In order to harness this first mover advantage a campaign was launched in November 2009, which consisted largely of direct comms to a target database. The most recent aspect of the campaign, is a more broad-reaching social media campaign.
The initial objectives were:
Market research revealed that our target audience in large numbers frequented the CIO UK website. In order to identify those individuals with a specific interest in cloud computing, a Fujitsu Cloud computing info zone was created within the CIO website. This zone was then publicised through co-branded web banners driving traffic directly to the zone. In addition, a polling unit was developed, asking contentious and thought provoking questions to visitors to the CIO home page, encouraging debate with peers on issues around cloud computing, and driving traffic to the partner zone. The findings and responses from the polling unit were used to refine the marketing proposition for future communications.