Adventures belong up mountains and in jungles – not in the office, and not with IT storage.
Extensive research showed that senior IT decision makers were fed up of the experiences they were having with their storage providers. They spoke about high levels of discontentment, poor service, trickery, and uncertainty about the future.
We captured the feeling of the audience and used that to dramatise how Fujitsu’s approach was different. Fujitsu have always been straight talkers. Open. Honest. Their brand is based on trust. But, not all vendors are the same. This became clear throughout a series of Fujitsu’s value proposition workshops – and became the basis for this campaign. A bold tagline and striking imagery were used to cut through the clutter to engage the audience: ‘no more storage adventures’. It highlighted the audience’s plight, and the benefits of working with Fujitsu.
We decided to use stories, where the reader became the adventurer. We saw them take wrong turns and battle inhospitable environments – until realising that Fujitsu could be their trusted guide.