UXBRIDGE -- Xerox has been awarded Top Gold Prize for "Media Campaign of the Year" by Haymarket Publishing'sCampaignmagazine Media Awards 2006 for its innovative UK advertising launch"It Makes Business Sense". The campaign, conducted by the media agency MediaEdge:CIA, was directed at key business decision makers and demonstrated the value of colour in the traditionally black-and-white office environment.
For five months in early 2006, Xerox literally added colour to its brand, turning the famous Alex comic strip in the business section ofThe Daily Telegraphinto colour, introducing colour on the business indices pages ofThe Independentand a colourful graph behind the share price pages ofThe Times. For these quality newspapers it was the first time they ran colour in this way. In addition, 25 London black cabs were Xerox-branded in colour and the route from the City to Heathrow was illuminated by billboards decorated by colourful light bulbs. The campaign also included outdoor, online and TV advertising, as well as press advertising in other national and trade titles.
Not just impressive in scale, the Xerox campaign also proved strikingly effective: Xerox's share of the colour market, and revenue across the key colour MFP/copier segment grew significantly. According to the results measured by the independent agency Prospero Research, the number of people positively aware of Xerox advertising tripled from 14 percent in Q1 2005 to 42 percent in Q2 2006.
Campaign's Media Awards have established themselves as one of the most prestigious events in the media calendar. The weekly's focus is on brilliant and inspiring creative media ideas and the awards are designed to recognise excellence in the field. David Millican, Head of Communications, Xerox UK said: "We wanted to make sure that key business decision makers knew that the use of colour made sense for their business and we certainly succeeded in doing this. Considering how many thousands of advertising campaigns are run every year in Britain, it was a great honour to be singled out as the most innovative and exceptional. I am very happy to see that our efforts over the year have not passed unnoticed.Campaign's 2006 award, and the accolade that our campaign won at theMedia WeekAwards 2006 earlier in the year, prove that Xerox's communications are on the right track to making our key audiences colour-aware."
Xerox markets a comprehensive range of Xerox products, solutions and services, as well as associated supplies and software. Its offerings are focused on three main areas: offices from small to large, production print and graphic arts environments, and services that include consulting, systems design and management, and document outsourcing.
Xerox supports The New Business Of Printing strategy by providing the largest portfolio of state-of-the-art digital products, solutions and services in the industry, integrated streamlined and efficient workflow solutions and a suite of business development tools that help customers to achieve sustained long-term growth. In the changing world of print, these three elements enable customers to improve business performance and productivity to ensure they uncover more ways to profit.
Xerox Graphic Arts Premier Partners is a Xerox-sponsored, global community of leading-edge graphic arts service providers. Xerox provides tools, resources, and knowledge to its members to grow their revenues and profits, develop their capabilities and to further expand their businesses.
By working with Premier Partners, customers are assured of high quality print services from best-of-breed companies equipped with the latest technology.
For more information on the Xerox Premier Partner network, please visit www.xerox.com/xpp
Xerox also has manufacturing and logistics operations in Ireland, the UK and Holland, and a research and development facility (Xerox Research Centre Europe) in Grenoble, France. For more information visit, www.xerox.com
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David Millican, Xerox UK, tel: +44 (0) 1895 843 196, email: firstname.lastname@example.org
Kinross + Render (on behalf of Xerox), Tony Brown / Artur Kwiatkowski,tel: +44 (0) 20 7592 3100,email: email@example.com / firstname.lastname@example.org