Our messaging platform, based on innovation, reliability and security, was represented by a character called Susie. While the reason for her name was never overtly communicated outside the company, within Fujitsu Siemens Computers she became the holdfast for internal communications helping bond the newly formed company together.

Susie was made up from the last two letters of Fujitsu and the first three of Siemens. This was an in-joke that was shared among the employees of both companies, helping bring them closer together.

Stratus make fault-tolerant servers giving a minimum of 99.999% availability.

Their initial – and phenomenal growth – in sectors where zero downtime computer support is mission critical for the success of the enterprise, such as share trading and mobile telco.

Our advertising raised the profile of Stratus to a wider audience and application.

ICI Paints bought the extensive Glidden range from the USA to combat market share leakage it was experiencing in the trade paint sector. The Glidden brand was positioned below Dulux, see as the industry’s premium quality, premium priced brand.

We produced an effective ad campaign to contractors and merchants. The campaign communicated the pragmatic qualities of the product that connected well with the no-nonsense attitude of the market; a market that demanded performance at the right price.

A strong recognition factor was achieved by exaggerating the cans’ striped livery, using it as an accent on everything from colour charts to merchant’s warehouse pallets.

The overall effect created a massive leap in sales and market share.

When two very different companies, Fujitsu and Siemens, formed a new one, to enter the already crowded PC market, they needed to make an impact and quickly.

With a media budget of £1.8m in the first six months, the ‘Susie’ campaign ran in the National Press and outdoor across London.

Our confident ad campaign worked hard to push product and brand, punching its weight with the likes of IBM, Dell and HP. It de-risked their entry into a fiercely competitive market, created credibility with the audience and gained immediate acquisition of share.

Our messaging platform, based on innovation, reliability and security, was represented by a character called Susie. While the reason for her name was never overtly communicated, within Fujitsu Siemens she became the holdfast for internal communications helping fuse the newly formed company together.

This ad was created for a Global Telco Summit and shows that the thrust of Nokia’s advertising is aimed at a young and mobile audience, even if the targets in this case are telco professionals.

Nokia’s relentless search for new – and youthful – handset customers and retention of existing users leads them in the direction of sports sponsorship. 1st Objective has worked on several campaigns for international snowboarding events and their environmental initiative Leave No Trace.