Fujitsu CASE STUDY

Fujitsu PRIMERGY M7 – Let’s Rack’n Roll

Deliverables

Messaging strategy
Cross-channel asset creation
Visual concepting
Landing page

Long story short

Multichannel campaign in Finland and Sweden exceeding PRIMERGY M7 rack and tower server series promotion goals.

Two months. Two countries. One unified campaign. The campaign took the spotlight, generating over 19 million impressions across Finland and Sweden. The audience engaged and interacted, translating into over 58,000 clicks. CPC on LinkedIn was 6 X lower compared to the industry benchmark and CTR was a staggering 3 X higher than the average industry benchmark.

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Context

About Fujitsu

Fujitsu’s purpose is to make the world more sustainable by building trust in society through innovation. As the digital transformation partner of choice for customers in over 100 countries, Fujitsu’s 124,000 employees work to resolve some of the greatest challenges facing humanity. Fujitsu’s range of services and solutions draw on five key technologies: Computing, Networks, AI, Data & Security, and Converging Technologies, which they bring together to deliver sustainability transformation.

Challenge

In the early days of 2023, the tech world echoed with the launch of Fujitsu's next-gen powerhouse—the PRIMERGY M7 servers. These behemoths were more than just servers; they represented a paradigm shift, fueled by the groundbreaking 4th gen of Intel® Xeon® Scalable Processor Platform technology. The promise was simple, yet incredibly powerful: top-notch performance, unrivaled energy efficiency, and a cost-effective solution robust enough for backbone operations. The PRIMERGY M7 series was also poised to democratize AI operations, making them an affordable reality for sustainability transformation programs.

The challenge? To illuminate the landscapes of Finland and Sweden with the immense potential and capabilities of the PRIMERGY M7 rack and tower servers. The goals were set. The audience was waiting. Fujitsu was ready to embark on a marketing journey like never before.

Solution

Enter the "Rack'n Roll" multichannel digital campaign. Designed to “rack” the tech scene, the campaign was as dynamic as it was extensive, spanning across LinkedIn, ReadPeak, Google Performance Max, Alma paid display in Finland, and Foundry paid display in Sweden. And it didn't stop there; organic posts fueled the engine of this promotional express.

The creative spirit of the campaign was nothing short of a “rack” concert—the energy, the rhythm, the vibe—all encapsulated into the immersive world of server technology. The ads guided the audience to a landing page—a trove of data sheets and information meticulously curated and presented for easy access.

Results

Two months. Two countries. One unified campaign. The result? A standing ovation in terms of metrics and audience response. The campaign took the spotlight, generating over 19 million impressions across Finland and Sweden. The audience engaged and interacted, translating into over 58,000 clicks.

But the standout star was LinkedIn. The platform produced a CTR which was a staggering 3 X higher than the average industry benchmark. Even the cost-per-click (CPC) was music to the ears, a mere 6 X lower compared to the industry benchmark.

This Fujitsu success story reiterates the power of a well-designed, multichannel campaign. It shows how the right mix of creativity, strategic planning, and effective implementation can set the stage for a product's triumphant entry, and Fujitsu's PRIMERGY M7 servers certainly know how to make an entrance. Rack on, Fujitsu!

19M+

Impressions across all digital channels

58K

Clicks

6X

Lower CPC on LinkedIn

3X

Higher CTR on LinkedIn

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