AUCKLAND, Today: Parnell creative agency The Business has fired up a new TV campaign for Fujitsu, starring cricket legend Stephen Fleming – the second-longest running brand ambassador behind the Briscoes lady.
From this Sunday, Fleming celebrates his 19th year with the brand. His campaign consists of four 30sec tvcs (with 15sec cutdowns) on TVNZ, Sky/Prime, HGTV/Choice and online – plus radio, and digital display.
The Business Marketing Group, having picked up the account in July 2018, have re-written the value proposition for the brand following a rigorous marketing strategy process and this is the first communication to land in market as a result.
Todd Scoble of Fujitsu says: “Consumer insights showed us that this is a hugely confusing category, with many home owners having to self-educate in a small period of time. This is a significant household purchase, which all adds up to build risk and anxiety for the consumer.”
“Consumer insights showed us that this is a hugely confusing category.”
The Business MD Ben Cochrane said: “As we worked through the insights, it was clear that the industry is stuck in a templated approach, with little differentiation amongst the brands in the minds of consumers.
“We wanted to move the conversation away from product features and benefits, to a more service-orientated value proposition, acknowledging that with Fujitsu, you get a professional fit – which is often a great deal more important than whether your unit is one decibel quieter.
“This is a confidence message which addresses the #1 consumer driver in their purchase journey; and along with service orientated core competencies that we are developing with Fujitsu to back up the claims, it will lead to a strong competitive position in the market over time.
“Insights also confirmed that women had a large part to play in the purchase decision, of course, but were largely ignored by the category, which mainly features middle-aged men talking to camera.
“As a result, the communications feature Stephen Fleming connecting with customers in their own homes and getting the advice of an accredited Fujitsu professional rather than just any old cowboy.”
The first piece of communications went live on Sunday 3 November, with a television and digital campaign.
National Sales & Marketing Manager: Todd Scoble
Agency: The Business Marketing Group
Managing Director: Ben Cochrane
Creative Director: Craig Farndale
Account Director: Hazel Thomas
Senior Account Manager: Chloe Lim
Producer: Sarah Hough
Production Company: Flying Start
Director: Chris Clark
Media: Starcom (Nick Hawkins, Toby Yonge)
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