The Fujitsu brand is the air conditioning solution that will last forever and will offer its owner everything they need and much more. We were inspired by the brand’s logo itself, which symbolizes the infinite possibilities and the endurance.

We used the brand’s red color and the infinity symbol that transforms into the symbol of the Fujitsu logo, along with the message “Few things are designed to last forever”. Once the Fujitsu logo is complete, the campaign’s main message, “Possibilities to infinity” appears.

The campaign was promoted on television, radio, social media, Facebook ads, YouTube, GDN, Programmatic, creative banners and on specific product catalogs. Our goal was to create a complete 360 campaign with presence across all media.

Media Strategy

We created a 360 media buying strategy that, according to client needs and brand strategy, was split between TV, Radio, Print, Digital and Event promotion.

This year’s change in communication strategy, focusing on promoting the brand and its values, obviously influenced the overall media strategy. In addition, the air conditioning industry is highly seasonal (with a short run from May to early August), increasing the pressure between the competition. That’s why we designed our strategy having two goals:

• Reach as many unique consumers as possible.
• Continuously expose our messages to consumers across all media (online & offline)

In order to achieve this and, at the same time, to increase media performance, without increasing the budget we moved as follows:

• We created two small promotional videos in duration (10 sec).
• We launched the campaign ahead of the competition early in April.