How We Rebranded the Global Leader in Document Scanners
A Campaign Reaffirming a Legacy Brand as the Undisputed Leader
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.
Challenge
Rebranding While Maintaining Reputation
Any rebrand comes with a risk, from loss of equity and efficacy in marketing channels to creating confusion for consumers. In short, lots of potential for a loss of market share. We needed to make sure our client retained their sales pipeline and their sterling reputation, both internally and externally.
Insights
When We Find Something Good, We Don’t Want it to Change
Fujitsu Document Scanners are category leaders for a reason. We knew a big change to a beloved product like our fi Series scanners could be unnerving. It’s like anything in life–and what we know to be true from psychology–most of us hate change. And specifically, we think a change in ownership means a change in the substance behind a brand. Applying this psychology to the B2B space, we knew that our customers would worry about the impact our news would have on their customers in turn, as well as their workflows, business operations, and bottom line.
Strategy
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.
Solution
Business as Usual
Amp developed a multi-channel campaign that announced the rebrand with memorable creative that directly addressed the main challenge: confusion and trepidation surrounding the rebrand. Our campaign consisted of CTV, OLV, paid and organic social, programmatic display, sales enablement, dOOH, event support, and paid search, with a 6-month paid media run.
Much of the launch announcement centered around two key industry events happening in April, the Association for Intelligent Information Management (AIIM) and Healthcare Information and Management Systems Society (HIMSS) conferences.
Live Action Video
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.
Digital Media
Putting the consumer at the heart of our approach, we embarked on an exhaustive research expedition. Pouring over data, gleaning insights from focus groups, and delving deep into sentiment analysis, a compelling pattern emerged. The modern consumer wasn’t just in pursuit of a mere snack; they were on a quest for genuine experiences. This was our eureka moment. Realizing the immense value of authenticity, we developed a blueprint to harness it.
Landing Page
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.
Website & Marketing Operations
To make the change from Fujitsu to Ricoh, we updated every branded element of the website, including historical blog posts, logos, and products. We collaborated with our clients to refresh all product photography with Ricoh-branded scanners. Asset updates also extended beyond the website to include Ricoh’s full suite of marketing and sales enablement tools, including CRM systems, customer emails, online chat, and digital PDF collateral.
Event Support
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.
“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.”
Lane Paxton, Head of Marketing, PFU America, Inc.
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.
30MM+
Impressions at Launch
97.9%
Avg. View Through Rate
Find out how we can put solutions like these to work for you.
