Stephen Fleming is the second longest running brand ambassador behind the Briscoes lady. From this Sunday, he airs in the new TV campaign for Fujitsu in what is his 19th year with the brand.
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.
Says Todd Scoble of Fujitsu: “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 ads up to build risk and anxiety for the consumer.”
Says Ben Cochrane of The Business Marketing Group: “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 1 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, who is still a huge asset for the brand, 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 is now live with a television and digital campaign.
Todd Scoble – National Sales & Marketing Manager
Agency: The Business Marketing Group
Ben Cochrane – Managing Director
Craig Farndale – Creative Director
Hazel Thomas – Account Director
Chloe Lim – Senior Account Manager
Sarah Hough – Producer
Media – Starcom: