'Expect More' by Slipstream Global & Creative Direction for Fjitsu

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.

Campaign Objectives
The 'Expect More' campaign was focused on Enterprise Infrastructure solutions. These high value strategic investments have lengthy sales cycles and complicated decision making units.

The specific objectives for this campaign combined increasing awareness for Fujitsu's infrastructure solutions and lead generation. Specific objectives were to:

• Drive personalised and relevant direct communications toeducate and inform the target audience.
• Deliver 30 sales-ready customer meetings.
• Achieve a conversion rate of meetings to sales of 40%.
• Generate a pipeline of £24 million over 12 months.

Strategy
Fujitsu's broader business objectives were to relaunch the company to target audiences, and educate them as to the new goto- market proposition of 'Expect More'. In addition to this, Fujitsu wanted to strengthen their reputation as a thought leader and trusted advisor in the IT infrastructure market.