A new global marketing campaign from Xerox Corporation features iconic brand symbols from other companies, such as “Mr. Clean” and “Bullseye” the Target Dog. The ads make the point that Xerox helps iconic brands with business process and document management, freeing them to focus on what matters most – their real business.
Can you imagine Procter & Gamble’s powerful Mr. Clean digitizing millions of documents while also cleaning; or a Marriott Hotels & Resorts’ bellman providing exceptional guest services and processing invoices at the same time? Don’t you think Bullseye the Target dog could use a hand customizing Target’s direct-mail program? Those are just a few of the pitches from Xerox.
The campaign takes brand characters out of their expected roles and shows them doing business processes such as invoicing or digitizing documents with exaggerated results. The campaign demonstrates there are better ways for companies to handle back office work – by innovating and partnering with Xerox.
“We’re fortunate to have great client partners who worked side-by-side with us in showing how their businesses benefit when Xerox is doing what we do best. Along with the innovative use of brand characters, we’re cutting through the clutter with innovative media, like interactive billboards, and attention-grabbing digital units,” said Christa Carone, chief marketing officer, Xerox. “It’s all about communicating the new Xerox in fresh and engaging ways to disrupt legacy perceptions of the Xerox brand, and turn up the volume on the breadth and depth of our services and technology.”
Print, television, Web and airport advertising kick off in the US on September 7th and in Europe later this year. They will be complemented with a rich multimedia experience at RealBusiness.com. The website, scheduled to go “live” on September 7th, showcases examples of Xerox helping clients get back to real business.
In addition to Target and Procter & Gamble, Xerox’s Real Business campaign spotlights its work with Marriott Hotels & Resorts, The New York Mets, Ducati and the University of Notre Dame, with more brands to come.
The goal: show how Xerox is not only a leader in document technology, but also in business process services. In February, Xerox closed on its acquisition of Affiliated Computer Services (ACS), the largest diversified business process outsourcing (BPO) firm in the world. The acquisition tripled Xerox’s services business and transformed the company into a $22 billion global enterprise for business process and document management.
The multi-million dollar global campaign is one of the company’s most significant in history. It was an integrated initiative, created by Xerox’s global advertising partner Young & Rubicam, with the digital units and campaign website experience developed by VML. And MEC, Xerox’s global media agency of record, provided all media strategy, planning and buying.