Fujitsu Document Scanners had been the global market leader in their category for decades. They’d built a reputation among business enterprises for providing innovative, reliable, and high-performing document scanners–not to mention unparalleled customer service. In April of 2023, however, Fujitsu Document Scanners announced a rebrand to Ricoh Document Scanners after PFU–Fujitsu's parent company–joined the Ricoh Group of companies.
As the brand's trusted AOR, AMP was tasked with developing an awareness campaign that would not only communicate the new name but also reassure customers that nothing about the company’s industry-leading performance, quality, or service would change.
Fujitsu Document Scanners aren’t changing – only the name is.
While the campaign’s goal was to alert consumers to the name change, it also needed to demonstrate that other than the name, everything else would remain exactly the same. They could expect the same industry-leading products, the same innovative thinking, and the same attentive service.
When developing our campaign concept, we leaned into humor and the idea of “much ado about nothing,” pulling out all the stops to communicate what is, ultimately, just a name change. Our live action video features a commercial within a commercial, wherein our lead actress slowly realizes–along with the audience–that we’ve juxtaposed a small change with a ridiculously large-scale production.
While in pre-production for our live action video, our team created graphic paid social assets and display banners to drive to our campaign landing page. We also developed digital OOH in Chicago and New Orleans to generate awareness for both industry events, and showed up on some of our favorite podcasts with audio ads.
Our campaign landing page had to communicate the rebrand clearly and impactfully, while providing critical information to reassure key decision makers. Our creative and dev teams worked seamlessly to build a bespoke page to preempt questions from our target audience and ensure the experience felt premium. The page displayed our live-action video and served as a destination for paid media.
The landing page utilized all new web components designed specifically for this campaign. We added animation and movement to enhance the user experience as well as highlight important points. Using content reveal timing, visuals and messaging unfold as users scroll down the page.
To support the two high-profile industry events driving the launch date, we designed print collateral, merch, and booth elements that communicated the rebrand in our look and feel.
To drive awareness, memorability, and brand understanding, the media strategy was a video-first approach–with the majority of budget allocated towards video channels–supported by social and display placements.
Most importantly, consumer perception of the rebrand remained overwhelmingly positive, solidifying the rebrand as an exciting new chapter and not a step back. After all, it’s just a little old name change.
“Amp Agency is the secret sauce behind all of our campaign work, both large and small. They can be as big as you want: full ideation and world-class production on high-end campaigns like our rebrand. Or as scrappy and tactical as you need to support the unplanned need for marketing magic. But what I like most about them is that they feel like a seamless extension of our marketing team, they integrate well without the feeling of too much overhead, and they have a culture and process that is second-to-none in Agencyland.”
Head of Marketing
PFU America, Inc.