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Fujitsu Siemens Computers launches integrated campaign platform across Europe


Scholz & Friends Berlin developed a consistent brand platform for the IT infrastructure provider’s entire range of products and services

Munich, Fujitsu Siemens Computers, leading European IT infrastructure provider, today introduces the first-ever integrated international campaign spanning its entire product and solution portfolio. The media budget is focused mainly on online activities such as display ads, newsletter advertising and search engine marketing.

This the first time that Fujitsu Siemens Computers has deployed a single advertising campaign platform across all its services and its product lines – from highly-efficient PRIMERGY servers down to smart business notebooks. The new marketing platform introduces a consistent look and feel across all advertising – from the online world to print ads and below-the-line activities. Ad templates and master banners are being introduced to insure that the campaign is based on a consistent corporate design across Europe.

The campaign story reflects Fujitsu Siemens Computers’ business reality: the protagonist is a smart young IT decision maker trying to solve the most important problems – those that he faces each and every day in business, asking questions such as “How can I turn every table in the world into my desk?“, “How can I stuff 10 servers into two rack units?” and “How can I ensure that my passwords are secure?” Fujitsu Siemens Computers delivers the answer to each of these questions with a product, a solution or a service from its extensive product portfolio. By adopting this message, the company is reinforcing its position as the leading European IT infrastructure provider – and underscoring that services are more than ever a key part of the company’s strategy.

Market research proved that this message is one that the market is indeed keen on hearing. Fujitsu Siemens Computers pre-tested three campaign concepts – qualitatively and quantitatively – in core markets such as the UK, Germany and Spain. The Question and Answer format achieved by far the highest approvals in test campaigns.

As the lead agency for its integrated campaign, Fujitsu Siemens Computers has once again engaged Scholz & Friends Berlin. Online material was designed by Scholz’s multimedia subsidiary Scholz & Friends Interactive. The agency also developed Fujitsu Siemens Computers’ awareness campaign in 2007 as well as a number of hard sell campaigns. The integrated campaign starts in mid-October and will run throughout Europe, with a special focus on key countries such as Germany, the UK, France, Spain, Italy and Russia.

“Our new integrated campaign not only conveys a consistent brand image for Fujitsu Siemens Computers but also it underlines the fact that we listen to our customers, that we understand the realities of their business, and that we partner with them to solve their most-pressing business needs,” says Ralf Lanzrath, Senior Director,Communications EMEA at Fujitsu Siemens Computers. “We deliver answers that are unique. Thanks to our broad range of products and services we have an end-to-end view – and solutions tailored to the individual needs of all our customers, enabling them to deliver added value and improve their business. With our new integrated campaign, Scholz & Friends have done a first-class job in understanding, interpreting and communicating this message.”

The Fujitsu Siemens Computers campaign team at Scholz & Friends is headed by Director Client Service Ellen Staudenmeier and Creative Director Philipp Wöhler. Photoshoots were conducted by the renowned photographer Frank Starck, who has also provided the imagery for campaigns by brands such as Ikea, Renault and Beiersdorf. His unconventional approach to photography has earned him numerous creative awards, among them a number of Cannes Lions. At Fujitsu Siemens Computers, Marketing Manager Nicole Fontein heads the campaign team.

Media agencies for the campaign are Mediaplus, Munich, and Initiative, Hamburg. The campaign budget has not been disclosed.

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About Fujitsu Siemens Computers

Fujitsu Siemens Computers is the leading European IT infrastructure manufacturer. With its strategic focus on innovative mobility and dynamic data center products, services and solutions, the company offers a unique range of products – from notebooks and desktops up to IT infrastructure solutions and services. Fujitsu Siemens Computers is present in all key markets in Europe, Africa and the Middle East – its Infrastructure Services division is active in 170 countries. The company benefits from the global cooperation and innovation power of both its shareholders, Fujitsu Ltd. and Siemens AG. The focus is on the specific requirements of its customers, be they large, small or medium-sized companies or private consumers. Fujitsu Siemens Computers is one of the pioneers in using environmentally friendly technologies and processes throughout the entire lifecycle of a product. It is also a member of the Climate Savers Computing Initiative, Green Grid organizations as well as the United Nations initiative “Global Compact”.

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