The challenge was to employ the capabilities of SMEs to try and create the “tools from the future” that appear in Doraemon, a nationally-loved manga series known by everyone in Japan. The desired outcome was to make the technological capabilities of Japanese SMEs widely known. Six SMEs cooperated to form a team an actually create a Doraemon tool from the future, an automated shogi (Japanese chees) player. The SMEs, all from varying industries, were linked through Fuji Xerox’s IT Solutions designed for small- to medium-sized enterprises.

If they work cooperatively, even small individual companies can become a powerful force. By generating news that Fuji Xerox IT Solution Services was supporting cooperating companies in their efforts to create “tools from the future”, the presence and technological capabilities of SMEs were advertised and fans of the brand increased.

The campaign was launched in January 2014. The PR release was picked up by a lot of media and through newspaper and TV the campaign gained wider recognition. It was popular and was used at Fuji Xerox business to business events and played actively in business discussions.

·A lot of service inquiries

·Through events, etc. more than 2,000 companies came in contact with the “tool”

·More than 100 media appearance including TV, newspaper and on-line magazines covered the campaign.

·More than 750,000 times project movie viewing in one month on YouTube.