Category: Titanium and Integrated
Advertiser: XEROX
Product/Service: OFFICE SERVICES
Agency: Y&R
Date of First Appearance: Sep 7 2010
Executive Creative Director: Ian Reichenthal (Y&R New York)
Executive Creative Director: Scott Vitrone (Y&R New York)
Global Creative Director: Darren Moran (Y&R New York)
Associate Creative Director/Art: Kleber Menezes (Y&R New York)
Associate Creative Director/Art: Jeff Blouin (Y&R New York)
Associate Creative Director/Copy: Corey Rakowsky (Y&R New York)
Senior Copywriter: James Maravetz (Y&R New York)
Executive Producer, Content Production: Alex Gianni (Y&R New York)
Executive Director, Content Production: Lora Schulson (Y&R New York)
Executive Director, Content Production: Nathy Aviram (Y&R New York)
Assistant Producer: Craig Sklaver (Y&R New York)
Production Company: (O Positive)
Director: Jim Jenkins (O Positive)
Managing Director/Creative Director: Jim Radosevic (VML)
Group Creative Director: Mike Wente (VML)
Senior Art Director: Adam Gloo (VML)
Senior Copywriter: Brian Musich (VML)
Account Director: Michelle Purich (Y&R New York)
Account Supervisor: Heather Linde (Y&R New York)
Account Executive: Teagan White (Y&R New York)
Media placement: Print - Magazines - 7/9/2010
Media placement: Banners - Internet - 7/9/2010
Media placement: TV - CBS, NBC, ABC - 7/9/2010
Media placement: Website - Internet - 7/9/2010
Describe the campaign/entry
Xerox Corporation has become synonymous with copy machines. But that all
changed the day they acquired a large consulting company in 2010. Our
problem was twofold.
First, how to tell the world that Xerox was now all about business process outsourcing. And second, how to make that seem less boring.
Our solution was to do a case study campaign that showed some of the
world’s best companies having to perform the boring back office stuff that
Xerox actually does for them.
Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign launched with TV, Print, Microsite, and various digital media,
coupled with intensive PR. Gradually, we implemented other media targeting
business decision makers. Like digital airport out of home to target
stranded business travellers. And a first-of-its kind desktop application
that uses your email account to show you how hard it is for you to focus on
your actual job.
We also transformed Xerox’s boring and highly technical PDF case studies into shareable video case studies with actual entertainment
value.
Give some idea of how successful this campaign/entry was with both client and consumer
Testing showed that the work changed the way business decision makers viewed Xerox. Whereas they once saw them as only a hardware company, they now see them as a solutions company like IBM. The work also had a positive effect in the campaign’s real target – Wall St.
And finally, it also resulted in more high profile companies calling Xerox, not just for business process outsourcing services, but to take part, and be featured in, the Ready for Real Business campaign.