Case studies
Client: Fujitsu Siemens Computers
Campaign: Launch of the Green PC
Fujitsu Siemens Computers has been developing environmentally-friendly products and processes since 1988, and the company's new Green PC combines state-of-the-art technology with low noise levels and innovative energy management. The company asked Weber Shandwick to help it with a B2B campaign to market the Green PC to IT buyers, positioning Fujitsu Siemens as a market and opinion leader in the area of environmentally compatible equipment and production, and supporting sales.
The launch was a challenge, because environmentally friendly products are often thought of as expensive, and far from state-of-the-art. The strategy was to engage the print media through a number of channels, providing factual information on production methods, and making it clear that environmental strategy was at the heart of corporate strategy. The campaign was extended when a landmark partnership was struck with environmental protection organisation WWF Deutschland, the first time a leading environmental foundation has worked with an IT manufacturer.
The media campaign led to coverage with a total circulation of 2.5 million. In every article, Fujitsu Siemens Computers was presented as the leading environmentally friendly PC manufacturer with a robust and future-oriented environmental strategy and some extraordinary products, including the Green PC. The campaign reinforced Fujitsu Siemens' reputation as a driver of environmental innovation, and had a fantastic impact on the bottom line: sales of Fujitsu's Green PCs have doubled since the start of the programme.
The campaign won the Business to Business Marketing category at the 2005 IPRA Golden World Awards.
Stefanie Schusser, Senior PR Manager, Fujitsu Siemens Computers