FILE SHARE PRINTER Dentsu Inc. Tokyo para Xerox

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FILE SHARE PRINTER

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Sector Software y Multimedia
Media Direct
Mercado Japón
Agencia Dentsu Inc. Tokyo
Creative Director Shinya Seino
Copywriter Koji Kanzaki
Designer Rie Sugimoto
Producer Arata Kanbayashi, Mana Shigeki
Publicado junio 2012

Creditos y descripciones

Category: Business Products & Services
Advertiser: FUJI XEROX
Product/Service: FILE SHARE PRINTER APP
Agency: DENTSU
Creative Director: Shinya Seino (Dentsu)
Copywriter: Koji Kanzaki (Dentsu)
Planner: Miwa Sasaki (Dentsu)
Art Director: Rie Sugimoto (Adbrain)
Designer: Rie Sugimoto (Adbrain)
Agency Producer: Takashi Omori (Dentsu)
Agency Producer: Masahiro Miyakawa (Dentsu)
Technical Producer: Shinsaku Ogawa (Dentsu Tec)
Producer: Mana Shigeki (Adbrain)
Producer: Arata Kanbayashi (IMG SRC)
Account Executive: Dai Kobayashi (Dentsu)
Account Executive: Kohei Kadota (Dentsu)
Account Executive: Yoshinori Ichikawa (Dentsu)
Client Supervisor: Etsuko Yamazaki (Fuji Xerox Co.)
Media placement: Web Banner - Smartphone - 24/1/2012
Media placement: Web Banner - Facebook - 26/1/2012
Media placement: Web Banner - MSN - 6/2/2012
Media placement: Web Banner - Twitter - 6/2/2012
Media placement: Poster - East Japan Railway/Tokyo Metro/Osaka Municipal - 1/2/212
Media placement: Poster - Hankyu Railway - 3/2/2012
Media placement: Digital Signage - 6/2/2012 - 6/2/2012

Describe the brief/objective of the direct campaign.
The objective was to acquire new users for over 14,000 Fuji Xerox multi-use copiers already installed at over 14,000 convenience stores and other locations across Japan.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Development of a file sharing and printing application by Fuji Xerox via Facebook which turns 14,000 multi-use copiers into 14,000 share printers, enabling users to print shared documents and images at convenience stores all over Japan.

Explain why the creative execution was relevant to the product or service.
Smartphones, tablets, notebook PCs and various online services now lets us communicate freely whenever and where ever we want. Business is no longer bound to fixed locations - except when it comes to printing. Although an integral part of any business, printing, previously, could only be done at offices or at home. File Share Printer enabled users to print their files anywhere around town, effectively resulting in an increase of Fuji Xerox copier users.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our choice to set up the shared folders at Facebook resulted in the creation of a system where the service itself became its own promotional tool through the popular social network’s apps which encouraged the sharing of files with Friends.
The total number of end users is over 1m, a figure that also represents the number of people adopting the new working styles we proposed, where printing is no longer bound to fixed locations.
This innovative service also received extensive media coverage.