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A rebranding success story for Fuji
REGION |
APJC
We helped Fuji Xerox Australia change its name and create a completely new brand, which led to exceptional results.
0 %
CPM cost reduction
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VCR of cross-device in-stream video
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CTV impressions
0 %
Above benchmark CTR
We love a challenge
Fuji Xerox Australia has been revolutionizing office work with technology over the last 60 years since its founding in 1962. It was a household name, having established itself as an industry-leading brand in office technology and documents. However, in the wake of the COVID-19 pandemic, which rapidly and dramatically changed the way we work, they decided that a rebrand was in order.
They tasked us with changing their name from Fuji Xerox Australia to FUJIFILM Business Innovation Australia. Always at the vanguard of answering their client’s needs, they wanted to usher in this exciting new beginning in Australia by demonstrating the promise of change.
We needed to create a way of showing the benefits of the brand in action across the whole business, delivering integrated messaging focused on value creation from the new brand.
A winning solution
FUJIFILM Business Innovation Australia utilizes technologies and expertise to convert necessary information into optimal delivery formats with swift distribution for their customers’ changing needs.
“It was important to characterize the brand. Our job was to articulate in simple terms, how change positivity impacts the services, solutions, and activities that Fuji Xerox Australia was already known and trusted for.”
Our award-winning creative team devised an innovative, engaging through-the-line campaign promoting FUJIFILM Business Innovation Australia’s ‘promise of change’ for businesses.
To launch this exciting new beginning in Australia, we created a broadcast television and Connected TV commercial, entitled “Welcome to Change,”. Featuring an exuberant spokesperson who brings humor and positivity into the workplace, it was designed to appeal to viewers on a personal level, and reflect the move to hybrid working.
The new brand campaign also included a robust media plan with advanced digital targeting tactics devised by Just Global’s integrated teams across media, creative , and data. The teams produced two distinct sets of creative programmatic assets and media plans to reflect the brand’s core audiences of IT decision-makers within both enterprise and small- and medium-sized businesses.
Exceptional Results
- 50% CPM cost reduction
- 68% VCR of cross-device in-stream video
- 500,000+ CTV impressions
- 16% above benchmark CTR
Within a month of launching, the campaign scored high performance in programmatic streaming video, Australian TV networks and display placements with premium news publishers. The campaign was also highlighted in Adweek and The Trade Desk’s “Creativity Spotlight.”
It’s always heart-warming to receive industry recognition for the work we do, which is why we were thrilled to win three Platinum Hermes Creative Awards in the Integrated Marketing Campaign, Branding Refresh, and TV ad categories.
FUJIFILM Business Innovation Australia is determined to take on the challenges that befit a trusted leader. We’re proud to highlight our company’s innovative spirit and solution-orientation encapsulated in our new branding.”
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