Xerox Promo, Case study READY FOR REAL BUSINESS by MEC London

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READY FOR REAL BUSINESS

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Industry IT Solutions & Professional Networks
Media Promo & PR, Case study
Market United Kingdom
Agency MEC London
Released October 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: XEROX
Product/Service: OUTSOURCING SERVICES
Date of First Appearance: Oct 1 2010
Entrant Company: MEC UNITED KINGDOM, London, UNITED KINGDOM
Group Director: Jennifer Tallariti (MEC)
Media placement: Digital rich media banner campaign, 3 ads, 10 types of rich media, 210M impressi - BBC World, Bloomberg, Sky News, CNBC, Euronews, Eurosport, Reuters, Yahoo! Finan - 4/10/2010
Media placement: Mobile and tablet, 2 ads, 4M views - WSJ iPad launch partner, BBC World mobile, Reuters - 4/10/2010
Media placement: Digital search campaign, 2000 keywords with copy - Google, Yahoo!, Bing - 4 October 2010
Media placement: TV campaign, 3 ads, 1902 spots - BBC World, Bloomberg, Sky News, CNBC, Euronews, Eurosport - 4 October 2010
Media placement: Print campaign, 3 ads, 264 insertions - WSJ, FT, The Economist, IHT, Newsweek, The Week, The Times & Sunday Times, The D - 4 October 2010
Media placement: OOH campaign, 3 ads, 193 screens - London Heathrow Terminals 1-5 Digital Package; London City Airport Gate Digital - 4 October 2010
Media placement: AFP content, 24 vignettes - BBC World ‘Technology of Business’ - 4 October 2010
Media placement: BBC World ‘Technology of Business’ - Twitter, YouTube, Facebook, various paid partners (such as Yahoo! Finance, The T - 4/10/2010
Media placement: Viral content syndication, 24 branded vignettes - GoViral’s network - 4/10/2010

Insights, Strategy & the Idea
When you think of Xerox, do you think about a photocopier manufacturer?

Or do you think about Xerox, the business outsourcing specialist for brands such as Ducati, P&G and Marriott Hotels?

Unfortunately, many C-Suite executives still think photocopiers.

Our key insight was that business wasn’t always smart, efficient and clinical. All too often it was frenetic, chaotic and messy, just like real life.

Our target was time pressured but also knowledge seeking – as long as it was delivered in easily digestible formats. They actively sought out news and business information online.

Our solution was Ready for Real Business, a communication platform designed to tell them that no one understands how to navigate today’s unpredictable world of business better than Xerox.

We’d tell the C-Suite that if they let Xerox take care of their business processes, they could concentrate on running the company.

Creative Execution
We created branded content called Technology of Business: a six-month programme explaining how technology (and associated efficient business process) sits at the core of successful companies around the world. The initiative included video and other content.

Working in partnership with BBC Worldwide we created weekly, four-minute programmes highlighting key themes such as cloud computing and green technology across TV and online, and housed in a permanent channel on BBC.com.

In a media first we also got permission to use this content outside of the BBC: a move that required sign off from the UK public broadcaster’s governing body, the BBC Trust.

This enabled us to find additional homes for our programmes and case studies with premium media owners such as The Wall Street Journal and Yahoo! Finance.

We also took our content to key influencers to demonstrate Xerox’s wider abilities via the commentators our target trusted.

Results and Effectiveness
Visitors spent an average of 5.85 minutes on the campaign site, watching an average of two-and-a-half video case studies.

Buzz around the brand tripled and our key influencers shared six times more Xerox content.

Awareness of Xerox’s business process services soared 42%.

Brand perception attributes rose by 9%.

Those who watched Technology of Business were 80% more likely to say they would consider Xerox in the future.

Syndicating BBC content delivered $1m in additional value.

Business process leads quadrupled.

Forecast sales against these leads showed a total ROI 12:1.