Here is a preview to a new global marketing campaign from Xerox Corporation (NYSE: XRX) – the most ambitious and innovative the company has ever created – explores how Xerox helps iconic brands with business process and document management, freeing them to focus on what matters most – their real business.
Xerox’s Chief Marketing Officer Christa Carone along with Barbara Basney, vice president, Global Advertising for Xerox and Corey Rakowsky, associate creative director, Y&R, discuss the creativity and development process behind the Ready for Real Business campaign, slated to launch in the U.S. on Sept. 7. The group shares thoughts on the many consumer-facing brands involved in the campaign including Target, P&G, Marriott Hotels and Resorts and Ducati.
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?
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.
Print, television, Web and airport advertising kick off in the U.S. on Sept. 7 and in Europe later this year, and are complemented with a rich multimedia experience at RealBusiness.com. The website, scheduled to go “live” on Sept. 7, showcases examples of Xerox helping clients get back to real business.
“Xerox transforms the way we work, managing more than 11 million global invoices so we can focus on better serving our guests,” said Susan Thronson, senior vice president of global Marketing at Marriott International, Inc. “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.”
What do you think of Xerox’s new campaign? Do you think it gets the message across that they help their customers with everyday problems?