THE BRIEF
Fujifilm approached AD Communications to support the launch of its new Apeos range of multifunction office printers across Europe.
Entering a mature and highly competitive market via a partner/dealer model, Fujifilm faced the dual challenge of building brand awareness in a sector where it was virtually unknown, while also differentiating the Apeos range from wellestablished competitors. With no prior exposure in the European office multifunction printer sector, Fujifilm needed a campaign that would introduce the brand with credibility and build trust among potential resellers.
Fujifilm recognised the value of AD’s 40+ years of experience in the print sector, including office print and supplies, and entrusted us to deliver an integrated PR and communications campaign.
Alongside launching the Apeos products, we helped Fujifilm understand the challenges and nuances of the European market and establish a framework for future growth.
THE STRATEGY
We proposed a three-phase PR and communications campaign.
The first phase focused on preparation and insight gathering, followed by a messaging workshop with key Fujifilm stakeholders. This established the core messages and customer value pillars, which became the foundation for all launch communications and marketing content.
During this phase, AD also conducted market research across Europe to fully understand the sector landscape, buyer motivations, and media opportunities. The insights from this research informed the development of targeted media lists and content themes, allowing us to tailor our approach to each country’s specific needs.
Phase two focused on the product launch, with rolling campaigns in the UK and Italy, followed by Spain, France, The Netherlands, Poland, and Slovenia over 18 months. Campaigns were adapted to each market, with content and press materials localised and translated.
Phase three sustained momentum post-launch through ongoing media relations, pitching stories to trade publications, and positioning Fujifilm spokespeople as credible experts. This helped build trust, brand recognition, and third-party validation, influencing buyer perception through respected editorial channels.
We also created thought leadership and advertorial content to reinforce Fujifilm’s credibility. Complementing earned activity, targeted trade advertising and a focused LinkedIn strategy maximised visibility with key decision-makers and potential partners.
AD Communications worked closely with Fujifilm’s regional teams to maintain consistent tone, messaging, visuals, and terminology – critical for a unified international launch.
THE TACTICS
The campaign was built around core messaging outputs from the workshop, which were used to generate a wide range of content and media collateral, including:
- Press releases targeting carefully selected print trade and vertical business media across six geographies.
- Introductory articles and Q&A materials addressing anticipated areas of trade media interest.
- Thought leadership articles and advertorials aligned with the campaign’s four core pillars.
- Case studies highlighting successful Apeos installations in different countries.
This activity drew on AD’s full-service offering, from strategic planning and content creation to media relations, localisation of content and event support.
We also established strong media relationships early in the campaign, securing impactful initial coverage and laying the groundwork for long-term engagement.
THE OUTCOMES
- Media relations, editorial activity and partner engagement confirmed Fujifilm’s credibility as a serious new player in the European office print market.
- Generated over 500 pieces of trade media coverage, significantly raising brand visibility across key European markets.
- Built a scalable content and messaging framework to support long-term communications across all markets.
- Drove consistent engagement with dealers and resellers through clear messaging and targeted partner communications
I was confident that AD was the right choice to help us move into a new sector in Europe. This area had a different buyer profile and specialist media. AD quickly developed suitable messaging and increased visibility. We are pleased with the results and their support.
Graham Leeson
Head of Communications & Sales Enablement
Graphic Systems Europe Fujifilm
