Xerox
Goal of campaign:
To strengthen overall brand positioning, and to build differentiation & relevance with more personality & involvement: "new Xerox brand essence - Enterprising, Savvy and Vibrant" 		Strategy:
  • Corporate campaign: on Air in Prime Time environment and online
  • "Colour in Football" concept: a tailor-made communication solution
  • Mini programs around"Colour in Football" in the Road to and during the Football World Cup
  • Micro-site for online competition
  • Tailor-made competition spots & online banners to promote the game and drive traffic
   
Methodology:
Sports Marketing Survey - Eurosport viewer panel		 Campaign aim: Build awareness | Improve image
Target group: Business Decision Makers
Budget: Unspecified
Sector: Consumer electronics | Consulting Services
Advertising format:Classic spot | Special formats | Cross media
Country: Europe
   
Results:
A research conducted at the end of the campaign proved that vignettes :
  • are well received & enjoyed by the consumer
  • convey brand messages efficiently
  • the most effective campaign is a combination of vignettes & spots.
Download: Title Date Size File Type
  Xerox March 2009 179288 kb pdf