Creative Lynx recently undertook an exciting marketing campaign to raise awareness of Fujitsu with UK utilities companies.

Fujitsu is the third largest IT services company in the world, designing, building and operating IT systems and services for customers in the financial services, telecom, retail, defence, travel, manufacturing, utilities and local and central government markets.

Fujitsu approached Creative Lynx because it wanted to develop its voice in the UK Utilities marketplace, opening up a dialogue with chief executives and key decision makers, whilst at the same time introducing its new Utilities Director, Michel Jones.

The key objective of Creative Lynx's brief was to create awareness of Fujitsu to new customers, whilst informing existing customers what the company is able to offer. Fujitsu wanted Creative Lynx to emphasize the way in which Fujitsu prefers to work with its customers - in a way that can be aligned to going on a journey together.

Creative Lynx embarked upon this challenge by creating an exciting and innovative integrated campaign centred around this journey theme, which involved the creation of a mailer containing a Fujitsu "passport".

The campaign was designed to work alongside Fujitsu's existing telemarketing strategies. As such, following the issue of the mailer to a total of 550 existing and target customers, Fujitsu's telemarketing provider made contact, to ensure the mailer's safe arrival.

The Intro campaign enjoyed outstanding success, with website hits on Fujitsu's Utilities pages increasing by 50% the week the mailer went out, and going onto peak at over four times this figure. In addition, more than 160 new contact names were added to the Fujitsu database, while 120 now obsolete contact names were removed, and attendees at Fujitsu's executive events also increased dramatically, and included the introduction of target customers with whom Fujitsu had had no previous contact.

Furthermore, within Fujitsu, the campaign was seen as providing a springboard to the company's next planned marketing campaign, Sense & Respond, which followed swiftly on, and which Creative Lynx has also been involved in.