The headline and vibrant imagery flow effortlessly into the subhead that accents features and benefits: "The Xerox Phaser 7750 network printer gives you color so vivid, you're naturally drawn to it. And at 35 color ppm, it's sure to make your heart flutter." A burst of copy keeps the focus on product features. BtoB's judges liked the inset image of a copy of a butterfly that had been churned out of the Xerox printer. It nicely tied the visual to the copy.
The ad's spectacular imagery is more than just color for color's sake, said Barbara Basney, Xerox Corp.'s director of global advertising. "Color printing is one of our fastest-growing areas, and we wanted to speak directly to what color can do for a document."
The campaign also delivers messages about cost-effectiveness, higher productivity, Xerox's 30-year legacy of color printing and the range of Xerox technology and service solutions. The ads include smaller photos of the range of Xerox products.
Launched in January, the "Color" campaign is an extension of a longer-running brand campaign that features the Xerox name in its bold brand color. The brand campaign features mini case histories of companies that have enhanced their success by using Xerox products.
Targeting business decision-makers with the goal of capturing a greater share of the business color market, the "Color" campaign unfolded in both horizontal business publications, such as BusinessWeek and Fortune, and in some of the vertical trade publications in the printing industry. "The campaign is versatile and flexible enough to work in both horizontals and verticals, and it can operate at both the brand level and the product level," Basney said. "The campaign has been firing on all cylinders to make it distinctive."
Online pre/post research on the campaign has been positive, Basney said. The Xerox "Color" tagline has 26% better recognition, knowledge that Xerox has competitively priced color products increased 7%, and brand favorability increased by 6%. Brand tracking studies found that Xerox increased its leadership position in the first half of 2005, Basney said. "The campaign, we believe, has changed the perceptions about Xerox," she said.