UXBRIDGE -- Xerox is launching a multi-million pound pan-European campaign on 5 March 2007, to promote its market-leading range of colour multifunction products. This new advertising initiative includes Xerox's first ever viral film.
The campaign, which will run across print, radio and online, will target an audience of IT professionals and other senior business decision makers. It will focus on the unparalleled reliability, velocity, clarity and security that the Xerox family of colour multifunction products offer, making the point that by investing in Xerox multifunction devices you do not have to worry about your office equipment, but can instead get on with the job of being more productive.
The viral film, entitled 'Watercooler' [www.extremeoffices.com1] follows the antics of a company that is working hyper-productively in order to meet business targets. The documentary-style tour around the office shows workers in various extreme states of busy-ness, veering out of control in their attempts to deliver on time. The film draws to a close with the reassurance that "there are better ways to make your office more productive".
Henrik Bustrup, Xerox Europe's Advertising Manager says of the new campaign: "We've created a targeted and fully integrated campaign using a clever mix of media. By introducing viral for the first time, we aim both to build the Xerox brand amongst senior decision makers, and also to drive brand re-appraisal."
Tony Harris, Chief Operating Officer of RKCR/Y&R adds: "We're used to seeing virals for consumer products, but online is one of the most effective media for building awareness in the B2B market. It's good to see Xerox creating a buzz with such a witty take on productivity."
This work is an evolution of the established Xerox Colour campaign, winner of last year's "M&M Awards" (for best Digital campaign) and "Campaign Media Awards" (for best integrated campaign).
The integrated campaign, created by ad agency RKCR/Y&R comprises press, radio and viral advertising as well as online creative by Vibrant creative. Media strategy, planning and buying was undertaken by Mediaedge:cia. The viral film was directed by award-winning director Owen Harris.
To support the overall marketing campaign, promotional activity has been developed by direct marketing agency Harrison Troughton Wunderman and online agency Vibrant Creative, offering a 'year's free colour' on purchase of the Xerox WorkCentre 7132 multifunction product. The direct marketing effort will be rolled out across 12 markets and consists of a DM and online work.
1 The URL www.extremeoffices.com will go live week commencing March 5, 2007.
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 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
Xerox is a trademark of Xerox Corporation. All non-Xerox brands and product names are trademarks or registered trademarks of their respective companies.
Robert Corbishley, Xerox Europe, tel: +44 (0) 1895 843 239, email: firstname.lastname@example.org
Laura Lynne, Trimedia Harrison Cowley (on behalf of Xerox UK), tel: +44 (0)207 400 5584, email: Xerox@trimediahc.com