1st Objective developed a regular, weekly, electronic email, backed by a website, that grew over the weeks into a resource that dealers could draw on.

It allowed Nissan to drip feed product information rather than swamp them, and to slowly raise excitement and expectation that could easily be cascaded by dealer principals to their sales teams.

Over six months, this publication – called the Insider – would start to raise friendly competition between regions and improve dealer pride in the brand. By endorsing the commitment they had made to become a Nissan dealership in the first place Nissan formed a stronger bond with their distribution chain.

Their offering – using microwave links – brings reliability, resilience and reach to the market’s big carriers and operators like BT and Vodafone.

We commissioned illustrations of their new logo to get these messages across both internally and externally to their customers and partners.

Juke, Nissan's new baby crossover

Nissan HQ used the email we developed – The Insider – to communicate with senior managers in their dealer network.

Content mix changed week-by-week, but it was the natural home for updates on upcoming product.

One of the big launches we were involved with was Juke, the baby brother to their highly successful crossover, Qashqai.

We timed dispatch of The Insider to match global embargo deadlines for release.

It meant that The Insider got the news to the guys at the sharp end first, ahead of the motoring press and showroom visitors, and went some way to reinstating the dealerships in terms of newsworthiness.

You can view these new sites here at a&o Systems and a&o Services

Kevin Flynn, General Manager at a&o Systems

Our new thought leadership piece for client a&o Systems is a departure from their usual approach.

New Systems boss Kevin Flynn wanted to challenge the audience with a more opinionated piece while introducing some key members of the team.

The opening and click through stats – so far – show that it’s working.

Click the link to read the articles in full a&oBusinessAdvantage

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.

Our designs for digital cinema company Vistavega were great fun to do. We can’t wait to see the animated versions.

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.

Novium was a start-up in the field of asset management discovery, tracking and management software. Their solution saves corporations millions in unused licences and hardware usage efficiencies.

In terms of marketing materials they were at Year Zero and needed a corporate identity, product naming, a new website and downloadable product literature.

1st Objective delivered all of the above in just four short weeks.