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Name of the Campaign: Dogs of all sizes.
Initial situation: A common assumption is that Fujitsu laptops are mainly intended for business use. Because of this, they are usually poorly presented on the shelves of consumer-oriented shops. People don’t get a good understanding of the comprehensive range available.
A great selection of different sizes and features is available even within the same price range. This doesn’t show in traditional advertising and imagery, as the differences in weight/size are not well demonstrated in images.
Campaign objectives:
- Invite the masses to explore the range of Fujitsu laptop computers.
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Creative strategy: To create a campaign website featuring the entire range and to direct traffic to the site by:
- Presenting the differences between various models through a dog-size analogy (from Chihuahua to Great Dane) also used in print advertising.
- Launching an interactive online campaign where the differences between different models can be explored with mouseover.
Total marketing expenditure: Confidential.
Campaign results: The campaign in still ongoing. Campaign results can be analyzed in 2012. |
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