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News Release from: Xerox
Edited by the Printingtalk Editorial
Team on 03 January 2007
Xerox Ad Campaign Increases Colour Print
Awareness
Xerox has been awarded the gold prize for the UK media campaign of the year by Haymarket Publishing's Campaign magazine in its 2006 media awards.
Xerox has been awarded the gold prize for the UK media campaign of the year by Haymarket Publishing's Campaign magazine in its 2006 media awards The award was made to Xerox for its UK advertising launch, 'it makes business sense' campaign, conducted by the media agency Media Edge:CIA, which was directed at business decision makers and demonstrated the value of colour in the traditionally mono office environment, said the company
This article was originally published on Printingtalk on 18 Mar 2003 at 8.00am (UK)
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For five months in early 2006, Xerox added colour to its brand, turning the Alex comic strip in the business section of The Daily Telegraph newspaper in to colour, introducing colour on the business indices pages of The Independent and a colourful graph behind the share price pages of The Times.
For those quality newspapers it was the first time they ran colour in that way.
In addition, 25 London black taxi cabs were Xerox-branded in colour and the route from the City to Heathrow airport was illuminated by billboards decorated by colourful light bulbs.
The campaign also included outdoor, on-line and TV advertising, as well as press advertising in other national and trade titles.
Xerox commented that because of its campaign the company's share of the colour market and revenue across the key colour multi-function printer (MFP) and copier segment grew significantly.
According to the results measured by the independent agency Prospero Research, the number of people positively aware of Xerox advertising tripled from 14 per cent in the first quarter of 2005 to 42 per cent in the second quarter of 2006.
David Millican, head of communications at Xerox UK, said: "We wanted to make sure that key business decision makers knew that the use of colour made sense for their businesses and we certainly succeeded in doing that.
Considering how many thousands of advertising campaigns are run every year in Britain, it was a great honour to be singled out as the most innovative and exceptional.
I am very happy to see that our efforts over the year have not passed unnoticed." He added: "Campaign's 2006 award and the accolade that our campaign won at the Media Week 2006 awards earlier last year, prove that Xerox's communications are on the right track to making our key audiences colour-aware.".
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