Over the past decade, Fujitsu has created the industry's broadest portfolio of cloud solutions and services that underpin its vision of how cloud will transform business and society, both today and in the future. Following the conclusion of a previous ad feature on cloud computing, Fujitsu wanted to build on their existing relationship with the FT. This new project takes a deeper look into the cloud revolution that is unfolding in business ICT and the benefits it can provide for the FT audience.

The client had a new focus, with five different topics that they felt were vital to the changing landscape of ICT. Fujitsu wanted to ensure that they attracted the right audience and then kept them engaged within the ad feature, while minimising wastage. The five distinct themes identified by the client needed to be presented concisely and clearly.

A complete redesign of their existing ad feature meant that Fujitsu had an solution that enabled content to be accessed via desktop, tablet and mobile devices. This platform had its own distinct URL, allowing social sharing of the site and its content. Cloud Computing was the first ad feature that allowed users to truly interact with the content across all digital platforms. The format of the ad feature was designed to ensure that content seamlessly orientated itself to fit a particular device or screen.

The microsite has received excellent levels of traffic with the target dwell time being substantially exceeded. A large number of users on the microsite were C-suite, demonstrating the appeal of relevant information to this highly elusive audience segment. The average CTR for this campaign exceeded the FT.com average.