Xerox Print BOTH SIDES by Y&R Mexico

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Industry Computers & Computer Accessories, Printers, Scanners & Supplies, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Mexico
Agency Y&R Mexico
Creative Director Armando Castelan Y Carlos Carbajal
Account Supervisor Daniela Balboa
Released May 2012

Credits & Description

Category: Best Use of Broadcast in a Promotional Campaign
Advertiser: XEROX
Agency: Y&R MEXICO
Product Manager: Greta Gonzalez (Xerox)
Chief Creative Officer: Rafael Barthaburu (Y&R)
Chief Creative Officer: Esteban Sacco (Y&R)
Creative Director: Carlos Carbajal (Y&R)
Creative Director: Armando Castelán (Y&R)
Account Manager: Arturo Miranda (Y&R)
Account Supervisor: Daniela Balboa (Y&R)
Agency Producer: Noel Abreu (Y&R)
Sound Engineer: Rocío García (Prado Sur)
Media placement: Radio - FM Mexico Station/GritaRadio//DF Amor 95.3/Puebla 91.7 MIX - 5/1/2012

Describe the objective of the promotion.
Xerox, a company committed to the environment, constantly aim to innovate in order to reduce, reuse and recycle. These 3 simple objectives are the foundation for this initiative, where we raise awareness about the waste of paper, in which the consumer is invited to reuse it and learn about the full Xerox sustainability programme.

Describe how the promotion developed from concept to implementation.
Printing a sheet of paper on both sides is quite easy, it generates savings and the positive impact on the environment can be great. This way, by the means of a radio campaign, we used stereo sound, representing a photocopy on each channel, inviting the consumers in the end to print both sides and learn more about Xerox Sustainability.

Explain why the method of promotion was most relevant to the product or service.
This way of promoting Xerox Sustainability is relevant because we use an advantage of the radio; audio can be separated into two different channels. This way, we raised people’s awareness of using both sides, the same way a sheet of paper can be printed on both sides.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Today, more people know the Xerox Sustainability Program, more people are aware that Xerox is a company committed to taking care of the planet and more people print on both sides of the paper.
Mexico cuts down half a million trees on a daily basis, yearly 22m tons of paper are wasted: to raise awareness about this problem greatly reduces it.