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BRANDING NEWS: Fujitsu uses integrated approach to attract 'top prospects'

Fujitsu has announced a move to position its newly consolidated brand as ‘highly credible business enabling partners’.

For the Expect More campaign Fujitsu has created a new microsite, with traffic to be driven by a ‘highly targeted’ direct marketing drive aimed at senior IT influencers in target enterprise businesses.  

The launch has been promoted to 10,000 of Fujitsu’s contacts, with a select group of 600 ‘top prospects’ set to receive a direct mail promotion.

The email messages were sent to second tier prospects and included a click through link so that all journeys could be tracked through the campaign website. Personalised URLs were also deployed, enabling Fujitsu to deliver a ‘highly personalised’ experience to its targets.

Now that Fujitsu Siemens Computers has become a wholly owned subsidiary of the Fujitsu group, the company has been confirmed as the third largest global company in the technology solutions sector.

This is a move which is in keeping with the firms ‘long sales cycle’.

“The company has moved up the league in terms of what can be offered,” says Alison Carter, account director at Creative Direction – the agency which managed the promotions. “The brand is seeking to re-establish its position as a credible IT partner for these larger firms in finance, retail and the public sector.”

Fujitsu decided to go ahead with the campaign after recently commissioned research carried out amongst 200 c-level decision-makers in major UK organisations highlighted a real change in the infrastructure of big organisations which require increasingly integrated IT solutions.     

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