Case Study: From here to ERTERNUS and beyond: How Fujitsu used The Register to consolidate its storage brand and kept it coming back for more


Fujitsu is a global information and communication technology (ICT) company and the world’s fifth-largest IT services provider, offering a full range of technology products, solutions and services. Approximately 156,000 Fujitsu employees support customers in more than 100 countries. Fujitsu is also among the world’s top five providers of servers and holds about 97,000 patents worldwide.

ERTERNUS is Fujitsu’s business-centric storage brand that launched in 2009. ERTERNUS offers storage solutions for all business scenarios to help storage professionals provide the right data service levels and reduce costs. With solutions for companies of all sizes, and is designed to allow businesses to respond to growing data volumes.



The challenge for Fujitsu was how to stand out in a crowded marketplace and generate awareness in the target audience for their business storage brand, ETERNUS. Fujitsu were therefore looking for a media partner that could reach key IT decision makers in their target territories of US, UK, Germany, Australia and Canada.

Fujitsu was also aware that display advertising alone was not enough. It needed to be considered thought leaders in the storage sector.

Figure 1 - The ETERNUS range


Fujitsu initially approached Situation Publishing directly in 2013. It came because of its industry knowledge of The Register; Fujitsu knew of The Register’s reputation as a superior B2B technology publication, especially in the storage sector.

Fujitsu’s initial interest was wholly in display advertising to simply raise the profile of the brand. However, after discussions with the team at Situation Publishing, it was clear the brand wanted to be known as thought leaders in the field, so Fujitsu agreed to augment the display advertising by commissioning a number of native advertising pieces and to wrap the ETERNUS branding around the content.

Figure 2 – An example storage article wrapped in ETERNUS advertising

Thought leadership in topics such as open source storage, SMB backup strategies and scale-out storage not only increased brand equity, it also directed the display advertising towards the right audience. A reader interested in flash storage opinions is more likely to be a potential ETERNUS customer so any click-through would be of higher value than from a generic technology article.

Additionally, by allowing The Register free reign to write on the suggested topics with minimal oversight, Fujitsu could benefit from The Register’s authentic voice and reputation for honest journalism.


The first campaign ran for six months from November of 2013 through to the end of March 2014, however the initial success led Fujitsu to renew a further four times and when new all-flash arrays was launched, Fujitsu chose to use The Register to help it launch the new technology.

Following each 6-month campaign, The Register consistently exceeded Fujitsu’s expectations.

Both article views and comments for the native content thought leadership pieces was higher than expected. The most recent 2015-2016 campaign recorded over 130,000 global page views, over 3,700 comments on the articles and a click through rate of 0.41%, well above the industry standard of 0.1-0.2%.