How Fujifilm Business Innovation Australia revitalized its brand with a creative transformation campaign

Previous attempts to rebrand and shift perceptions had fallen short, leaving the brand struggling and in need of revitalization, all while playing catch up in an oversaturated market.

The situation demanded a bold strategic and creative approach that would break through category conventions while honoring Fujifilm's heritage and cementing them as a leader in comprehensive digital transformation solutions.

Key objectives included:

• Elevating from product vendor to Digital Transformation partner
• Uniting 3 separate brands into one
• Addressing brand confusion
• Creating category awareness
• Consolidating five services to one proposition

PLANNING:

Discovery:

Our work began with understanding the competitive landscape for FBAU, and market mapping where existing incumbents and newer entrants played in the digital transformation ecosystem. This exercise helped us uncover the areas of concentration and where opportunities existed for FBAU to position themselves differently.

With the consolidation of multiple brands and the goal to shift away from legacy services, we needed to define what our ideal customer profile (ICP) should be, and which personas to engage. To do this, we reviewed market data including their existing industry and customer split to identify the current state. We then ran customer journey workshops with the leaders of each business unit, uncovering areas of overlap and isolation between the groups. Empathy map modeling helped to crystalize the new ICP for FBAU and define the key personas our brand and marketing needed to reach: senior IT and Finance decision makers within 300-1000 seat organizations in Australia.

Strategy:

With the insights and data foundations in place, our strategy began with redefining and refreshing FBAU's brand architecture, and developing an ownable positioning. Through collaborative workshops with key stakeholders, we developed a cohesive brand story that honored its heritage while clearly asserting its evolution and modernization, along with a compelling customer value proposition (CVP) that shifted focus from product messaging to customer outcomes, keeping innovation at the center:

'Innovating Through Technology To Realise The Opportunities Of Tomorrow'

This simple CVP was supported by a robust broader statement and CVP pillars to anchor their unique benefits with customer value. This all came together in a full messaging house tying the Fujifilm Group purpose down to the FBAU positioning, the CVP, pillars, and the reasons to believe across each solution offering.

Creative Concept:

Working within existing global brand guidelines, while giving the Business Innovation division a distinct and contemporary look and feel, we developed a more simplified brand identity.

A completely new structure for the website followed – one that unified all solutions under the new positioning – and a complete copy overhaul to highlight the customer value of each solution tied to the CVP, vs functional product-focused content.

Next, a suite of sales enablement tools helped sales teams connect customer pain points and position solutions in a way that spoke to value creation.

With the new brand positioning in place, we needed to cut through the complexity and reposition FBAU's solutions through the lens of what really matters – making work more meaningful, productive, and more enjoyable for the people behind every organization.

EXECUTION:

Creative Excellence:

At the core of the repositioning was a new brand platform: 'Work Happily Ever After.'

Drawing from Fujifilm Group's foundational purpose of 'giving the world more smiles,' this platform humanized digital transformation in a category dominated by technical jargon and product-centric messaging. This emotional connection focused on the customer outcome and differentiated FBAU positioning in a market where technology providers often make similar functional claims – refreshing not only the brand but the category.

Inspired by Japanese kirigami (paper craft) and pop-up storybooks, we engaged a paper engineer to build intricate paper worlds, deepening the storytelling by metaphorically representing each one of FBAU's solution areas and its ability to transform business processes into more dynamic outcomes.

This proprietary visual language and storybook approach was reinforced with a suite of headlines tying each solution to the overall FBAU narrative in engaging and jargon-free ways. Eg 'Your documents and data now tell better stories', and 'Collaborate better with everyone on the same page'.

The approach referenced the company's heritage in paper and print while symbolizing its shift to digital solutions and embodying the brand’s revitalization.

Implementation:

The brand campaign took a highly differentiated approach to B2B marketing conventions with an integrated campaign that would reach our audience both online and offline.

Bold creative executions appeared in high-impact digital out-of-home placements across key Australian markets, featuring both campaign and contextual messaging tailored to specific locations such as the airport eg. 'Hyperautomation has landed. Work happily ever after'. This was supported by a comprehensive digital strategy including paid media, content, social engagement, and PR initiatives targeting key business and trade publications.

The repositioning represented a meaningful shift in how FBAU presented itself to the market. By moving from product-centric communication to human-centered storytelling, the brand connected with its audience of C-suite and senior level B2B decision-makers on an emotional level to communicate the expanded capabilities, and a flexible foundation to talk about the full range of solutions.

Importantly, the repositioning maintained strategic connections to FBAU's heritage while clearly signaling its evolution. This balanced approach ensured decades of brand equity remained while allowing it to be seen in a new perspective by both existing customers and new prospects.

RESULTS:

This demonstrates some key principles for successfully transforming perceptions of established brands:

1. Highlights the importance of building from authentic foundations. The new positioning drew from FBAU's heritage and Fujifilm’s group purpose while pointing toward its future.
2. Shows how visual distinctiveness can drive recognition in cluttered categories. The paper craft visual language proved to be both memorable and meaningful.
3. Emphasizes the critical role internal alignment plays in brand revitalization. By developing comprehensive sales enablement tools and training teams on the new positioning, we ensured consistent delivery of the new positioning across all customer touchpoints, unifying previously siloed operations of acquired businesses.

The 'Work Happily Ever After' platform represented a strategic commitment to humanizing technology by focusing on customer outcomes vs product specifications. This alignment between business strategy and brand positioning enabled FBAU to change perceptions, reposition, and shift their business mix toward higher-value services.

Effectiveness:

In the first 8 weeks, this campaign delivered outstanding results:

• $1.4 million+ in qualified pipeline generated
• 12x reduction in average sales cycle length from 12 months to 4 weeks
• 1.7 million audience reached
• 160K brand video views
• 47% increase in earned brand mentions
• 35% uplift in website traffic
• 90% increase in SEM clickthrough rate
• Spike in talent attraction for difficult to fill specialist sales roles
• Positive internal and market feedback with unprompted sharing of ads from staff across social channels

Despite campaign objectives focused on awareness with no objectives or expectations to generate pipeline, this program proved that investments in brand do in-fact deliver business impact and ROI.

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