Campaign details

Brand: Fujitsu
Agency: Watermelon Research
Country: UK


Fujitsu is a world-leading Japanese information and communication technology company, working with major businesses across multiple sectors as well as large public sector organisations.

Fujitsu promotes a Human Centric Intelligent Society, in which innovation is driven by the integration of people, information and infrastructure.

Developing a closer understanding of customers has become increasingly important to Fujitsu and so, in 2013, they set out to completely transform their customer research programme in the UK & Ireland. There was a real desire to move from a transactional customer satisfaction approach, with the focus purely on numbers and scorecards, to something that was about closer customer alignment with the aim of leading to a cultural transformation. After a vigorous pitch process, Watermelon was appointed to run the programme, which launched in 2014.