Fujitsu had two traditions. First, like many tech companies, it ran ads that prominently featured its nondescript gray box-like product with basic features and technical specs. Second, it struggled to convince telecommunications carriers that it had a superior product capable of handling Internet bandwidth capacities. To M/C/C, the two traditions were a matter of cause-and-effect.
Thanks to our years of experience and research, we had a deep understanding of the carrier market long before Fujitsu even approached us. We used this expertise to develop an ad campaign that focused on the products' application benefits, not their technical specs. And the stars of our ads weren't products, but dogs, pigs, snails and bats. This campaign helped Fujitsu stand out in the sea of sameness, and their transmission products took over market share leadership for years on end. But the story didn't end there.
When preparing to launch their next-generation, optical networking products, Fujitsu turned to us again, this time to develop a comprehensive program that used a combination of high-impact print (bellybands, inserts and spreads) to build awareness quickly and get Fujitsu on the "short list." As the carrier market continued to evolve, Fujitsu maintained its market share dominance thanks to a new tradition - relying on its experienced marketing communications partner M/C/C.