The Legacy modernisation campaign was named ”Light bulb changers”. The objective of the campaign was to sell the Legacy Modernisation Service and get 35 customer meetings for some leading consultants at Fujitsu. At the same time the aim was to increase awareness of this service and Fujitsu’s application services in general. Application modernisation is in practice a very complicated and technical procedure. However, the decision makers are often more business oriented than trained in coding, for example. Thus, it was of utmost importance to present Fujitsu’s offer and expertise in a very simple and straightforward way. The idea that “Application modernization is almost as easy as changing an old electric bulb to a new LED lamp” was created.
Before the business case there were two professionals with good dialogue with each other. Left: MM:s Account Director with years of experience in marketing positions in the it-sector (for instance Teamware Group and Isoworks with now are parts of Fujitsu). What is important here to remember is naturally the agency´scapability to understand theclient´s business and market.Agencyneeds to knowwhat is consideredboldorboring in a certainindustry. Butnone of thissucesswouldhavehappendwithout extremely Smart Client who wouldn´t accept anything but highly professionally planned and executed work.
FirstFujitsu Finland decided not to use marketing material they already had on legacy modernization. Too technical. Nothing particularly memorable. The goal – however – was reasonable ambitios taken ito consideration that…
First two concepts that were discussed betweenKimmo and Mervi > were not good enough and so on the team continued generating ideas. “Easy, fast and efficient restoration”Risk ManagementDouble the life cycle of your application with Fujitsu´s modernization offering > analog with the LED-lamp
FinnishFujitsuwanted to find - not a good – but the winning – concept. And itwasdonewhen the idea of the lightbulbchangerswascreated! The
As often in b2b projects, it is the sales personnel and other experts of the service and product – who can ultimately WIN or LOSE the game. Especially with this scale of service we didn´t want to let chance decide. In the early steps of creating this campaign we decided that the experts - who were going to actually meet the clients and have crucial role in winning the clients confidence – would have a visible role in the campaign.We can thank Fujitsu Finland´s remarkable organizational cultrure for these people´s exceptional abiity to throw themselves into this. What happened was that we actually branded the sales people as Fujitsu´s Light Ulb Changers who would come and help ypu – Dear Director – with the Legacy Modernization issues in your company.
Approachable and happy persons who clearly seem to like what they are doing. Often – when you know what you are doing, it is easier to be happpy about it….Instead of technical jargon etc.
Our Creatives were having fun with the concept and playful sales team who were willing to have fun as well. For instance the teaser included variation of famous joke: “How many Fujitsu professionals does it take to change a Light Bulb?”
…. And The Fujitsu Peopledidcgange light bulbs as well. This was in their intern occasion but still. The concept was well sold toFujitsu´s own personnel before the actual campaign start.
What guides us most is the mindset of Customer Service Business > always remmeber to think from the Clients Perspective first! Only after that plan what needs to done in your own world. Thank you.