MUMBAI: A new global marketing campaign from Xerox, the most ambitious the company has ever created, explores how it helps iconic brands with business process and document management, freeing them to focus on what matters most – their real business.
The campaign takes brand characters out of their expected roles and shows them doing business processes such as invoicing or digitising documents with exaggerated results. The campaign demonstrates there are better ways for companies to handle back office work – by innovating and partnering with Xerox.
Xerox CMO Christa Carone says, "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. 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 will kick off in the US on 7 September and in Europe later this year. This will be complemented with a rich multimedia experience at RealBusiness.com. The site, scheduled to launch on 7 September, showcases examples of Xerox helping clients get back to real business.
Marriott International senior VP, global marketing Susan Thronson says, “Xerox transforms the way we work, managing more than 11 million global invoices so we can focus on better serving our guests. This campaign shows what two customer-centric companies can do when they speed up time-consuming business processes and focus on their core business. For us, that’s providing exceptional guest service. We wouldn’t have it any other way.”
In addition to Marriott Hotels & Resorts, Target and Procter & Gamble, Xerox’s Real Business campaign spotlights its work with 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. Its expertise is in automating work processes and providing BPO and IT outsourcing services that range from processing more than 1 million credit card applications and 12 million student loans each year to providing HR services for more than 4.4 million employees and retirees annually. The acquisition tripled Xerox’s services business and transformed the company into a $22 billion global enterprise for business process and document management.
The campaign begins to broadcast the breadth of Xerox’s portfolio with television, print and digital media buys and by incorporating high-tech interactive billboards that use motion-sensing and touch-screen technologies. The dynamic RealBusiness.com campaign website, will integrate customer testimonials and offerings, from IT outsourcing to finance and accounting, document management and human resources support.
The multi-million dollar global campaign is one of the company’s most significant in history. The integrated initiative is created by Xerox’s global ad partner Young and 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.
