Xerox Promo, Case study READY FOR REAL BUSINESS by Y&R New York

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Industry Business equipment & services
Media Promo & PR, Case study
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Account Supervisor Seth Galenda, Heather Linde
Released September 2010

Credits & Description

Category: Best Use of Screens
Advertiser: XEROX
Agency: Y&R
Date of First Appearance: Sep 7 2010
Entrant Company: Y&R, New York, USA
Agency: (Y&R/VML)
Executive Creative Director: Ian Reichenthal (Y&R/VML)
Executive Creative Director: Scott Vitrone (Y&R/VML)
Managing Director/Creative Director: Jim Radosevic (Y&R/VML)
Global Creative Director: Darren Moran (Y&R/VML)
Group Creative Director: Mike Wente (Y&R/VML)
Associate Creative Director/Art Director: Kleber Menezes (Y&R/VML)
Associate Creative Director/Copywriter: Corey Rakowsky (Y&R/VML)
Associate Creative Director/Art: Jeff Blouin (Y&R/VML)
Executive Director/Content Production: Lora Schulson (Y&R/VML)
Executive Director/Content Production: Nathy Aviram (Y&R/VML)
Executive Director/Content Production: Alex Gianni (Y&R/VML)
Assistant Producer: Craig Sklaver (Y&R/VML)
Senior Art Director: Adam Gloo (Y&R/VML)
Senior Copywriter: Brain Musich (Y&R/VML)
Junior Art Director: Chris Marotta (Y&R/VML)
Account Director: Michele Purich (Y&R/VML)
Account Supervisor: Heather Linde (Y&R/VML)
Account Supervisor: Seth Galenda (Y&R/VML)
Account Executive: Teagan White (Y&R/VML)
Media placement: Touch Screen - Display - Airport - 7/9/2010

Insights, Strategy & the Idea
Xerox isn't just the document company anymore. They now provide business process outsourcing to scores of great companies who don't exactly specialize in back office chores like document management, invoice processing, I.T., and direct mail. We launched the Ready for Real Business campaign to show what would happen if these great companies had to do back office chores themselves, instead of trusting them to Xerox

Creative Execution
We decided to find our business target where they like to spend most of their time - the airport. So we installed twelve motion sensor, touch screen interactive displays in airpots. Business travelers could then kill time by helping Bullseye the Target dog deliver direct mail, or looking for a the 11 million unprocessed invoices hidden in Marriott hotel rooms. Both are chores Xerox takes care of for these companies, so they don't have to do it themselves.

Results and Effectiveness
The twelve digital boards marked the first time a combination of touch screen and motion senor technology was used in airports. They received 34,000 direct consumer engagements in the first month alone, and made the airport a far less boring place for business travelers to be straded.