Xerox Campaign Pushes Multi-Function Products

Xerox has launched a multi-million pound pan-European campaign to promote its range of colour multi-function products.

Xerox has launched a multi-million pound pan-European campaign to promote its range of colour multi-function products.

The new advertising initiative includes Xerox's first ever viral film.

The campaign, which will run across print, radio and online, will target an audience of IT professionals and other senior business decision makers.

It will focus on the claimed reliability, velocity, clarity and security that the Xerox family of colour multi-function products offer.

According to Xerox, the campaign makes the point that by investing in Xerox multi-function devices users get on with the job of being more productive.

Xerox said that according to independent tests, its multi-function devices are up to three times more productive than other products on the market.

Henrik Bustrup, Xerox Europe's advertising manager, said: "We've created a targeted and fully integrated campaign using a clever mix of media.

By introducing viral marketing for the first time, we aim both to build the Xerox brand amongst senior decision makers and also to drive brand re-appraisal." Tony Harris, chief operating officer of RKCR and Y and R added: "We're used to seeing virals for consumer products, but online is one of the most effective media for building awareness in the B2B market.

It's good to see Xerox creating a buzz with such a witty take on productivity." To support the overall marketing campaign, promotional activity has been developed by direct marketing agency Harrison Troughton Wunderman and online agency Vibrant Creative, offering a 'year's free colour' on purchase of the Xerox Workcentre 7132 multi-function product.

The direct marketing effort will be rolled out across 12 markets and consists of DM and online work.

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