Fujitsu finds success with tested formula of cash and cricket

By Claire Reilly

Fujitsu General is talking up the success of its latest consumer promotion, citing the Free Money Pre Paid Visa campaign as the company’s “most successful to date”.

The promotion, which is available on purchases from 1 March to 31 July 2012, offers consumers a pre-paid Visa card up to the value of $400 with the purchase of any Fujitsu air conditioner, via online redemption.

“We’ve had one of our best starts to our winter promotion ever,” said Fujitsu General deputy MD, Philip Perham. “It’s working very well for us and we’re confident that it will go very close to reaching a record figure with that promotion when it comes to an end at the end of July.

 “This is our 5th year of Free Money in its current format with the Visa card promotion. We’ve found that money talks and people want that satisfaction of cash – even though it’s a pre-paid card, they can turn it into cash. So if it ain't broke, don't fix it!

“We kicked off a little earlier this year in response to the fairly slow and sluggish summer out there for a lot of retailers," he added. "We thought it was an opportunity to try and help them stimulate activity in store.”

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Fujitsu’s national marketing manager, Milton Kaloudis was similarly positive about the effect the promotion was having on consumer confidence in the brand.

“By going to market with a positive message about the benefits of Fujitsu inverter reverse cycle air conditioning, consumers are more confident they are purchasing a modern and cost effective heating solution for their home.

"Plus, not only are consumers saving more money with the lower running costs of inverter air conditioning but also receiving a pre paid Visa card valued at up to $400. Retailers are also getting behind this year’s Fujitsu Free Money promotion making this year’s campaign the most successful to date.”

Another long-running success for Fujitsu is the partnership with former cricketer Mark Taylor, who acts as an ambassador for the brand and also promotes the Free Money campaign.

“We’re into our thirteenth year now with Mark so it’s probably one of the longest brand associations with any company, electrical or otherwise,” said Perham. “He’s got another year and a half to go on our contract, and all our research and surveying says that his approval goes up and up. He’s likeable, he fits the brand image and he’s really become an integral part of our strategy.

“He’s a very down to earth guy and I think the great thing is that he treats the CEO and cleaner of a company the same. We’ve done very well to have him on board.”

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