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

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READY FOR REAL BUSINESS - DIGITAL CAMPAIGN

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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 Heather Linde, Seth Galena
Released September 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: XEROX
Product/Service: BUSINESS EQUIMENT & SERVICES
Agency: Y&R
Date of First Appearance: Sep 7 2010
Entrant Company: Y&R, New York, USA
Entry URL: https://winstage.vml.com/Awards2010/DigitalCampaign
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 Producer, 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 Executive: Tegan White (Y&R/VML)
Account Supervisor: Seth Galena (Y&R/VML)
Media placement: Website - Internet - 7/9/2010
Media placement: TV - 2 Spots - ABC, CBS, ESPN - 7/9/2010
Media placement: Banners - Internet - 7/9/2010
Media placement: Print Ads - Internet - 7/9/2010
Media placement: Desktop Application - Internet - 7/9/2010
Media placement: Digital Screens - Airports - 7/9/2010

Insights, Strategy & the Idea
The best advocates for what Xerox offers are their acutal customers. To give these customers a voice and put a more personable face on Xerox's complex services, the campaign enlisted the customers' own brand icons as spokespeople across the web.

Creative Execution
The campaign showed what would happen if these brand icons had to do the mundance office tasks they entrust to Xerox. These scenarios came to life in rich-media video units, interacive digital displays and a multi-floor virtual office. A desktop app, Business of Your Brain, was also created to deliver the campaign message on a more personal level.

Results and Effectiveness
Over 600,000 site visits after launch, with engaged users spending 10 minutes per visit. Within ten weeks of launch, Xerox stock rose 40%.