Work Happily Ever After
Telling the story behind digital transformation.
FUJIFILM Business Innovation (BI) Australia faced a brand challenge that many other B2B organisations face: to reposition a legacy brand. Despite a strong heritage being known for office printers, the market’s perception hadn’t kept up with the company’s evolution into a dynamic, consultative partner for digital transformation. Many customers were unaware of the robust suite of IT services, automation tools, and communication solutions they now offer.
Additionally, aquisition and distinction of sub-brands like CodeBlue and Upstream Solutions had created confusion, fragmenting the company’s value proposition. As the business moved to unify these entities under the FUJIFILM Business Innovation Australia brand, they not only needed a refreshed brand identity, but a bold campaign to tell the new story.
Thinksmart Marketing was brought on board to help cut through the legacy perceptions and reposition Fujifilm BI as a forward-thinking digital transformation partner. But to do that, we needed to find a way to cut through the noise.
The result was ‘Work Happily Ever After‘ — a bold, optimistic idea that aims to humanise the brand and to stand out in a saturated market of sameness. The campaign reflects the business outcomes delivered through their broader services in digital transformation, while also tying back to the FUJIFILM Group mission of ‘delivering more smiles’. Taking inspiration from Japanese paper-craft connects to the brand heritage and creates vital distinction and visual interest. We engaged paper engineers to build the scene to tell the story of what ‘Work Happily Ever After’ means.
The campaign had a huge job to do. It needed to drive awareness and reposition the brand with decision makers in key verticals. Digital Out-Of-Home became a key player in the channel mix—giving the campaign scale, delivering awareness in key, geolocated areas and helping to drive greater impact through traditional B2B channels like Paid Social and Display.
Results
As an awareness campaign, closed revenue was never a direct goal of the campaign. Yet, that’s what we saw. The clear, concise and compelling brand story told through this campaign resonated with the target, C-suite audience and delivered results faster than we imagined. The first 60 days of the campaign has so far delivered:
- $1.4m in qualified pipeline
- 4 week deal cycle, down from typcial 12mths
- 1.7m audience reached
- 47% increase in brand mentions
- 35% increase in web visits
- 90% increase in CTR
- Increase in talent attraction
The campaign will evolve into an always-on brand campaign, that aims to reinforce the brand positioning and value through consistent content, delivered across channels. Reaching the C-suite audience is key for Fujifilm BI, so thinking outside the box for ways to connect with this audience is key.
