'Infrastructure as a service' by Creative Direction Consultants for Fujitsu

The Client
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
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:

• To create a social community pool of 500 IT decision makers and Influencers who were actively engaging in conversations about enterprise cloud computing:
  • And to subsequently, provide them with relevant content and Fujitsu materials on the subject.
  • And to gather market intelligence in order to develop a more customer centric market proposition for the Fujitsu service.