In an effort to reposition the Xerox brand as more than just a company that makes copy machines, the creative team at Y&R New York put together a global branding and marketing campaign that features famous brand mascots that are not owned by Xerox Corporation but rather by Xerox clients.
Xerox had a problem. When the company acquired Affiliated Computer Systems earlier this year, its capabilities and offerings expanded far beyond manufacturing printers and copiers. Suddenly the brand name that had become a generic term for photocopying (“Could I get a Xerox of that contract?”) promised a lot more.
Enter Procter & Gamble’s Mr. Clean, Target’s Bullseye dog, and the Marriott Hotel & Resorts’ bellman as well as iconic mascots for The New York Mets, Ducati and the University of Notre Dame, with more brands to come.
Ads in the campaign feature these well-known characters demonstrating how Xerox helps them get things done and be successful. The initiative includes television, print, out-of-home and digital components, including motion-sensor and touch-screen activated billboards.
Check out several of the print ads and television commercials from the Xerox website and YouTube channel below as well as a video with Xerox’s marketing and advertising executives who discuss the branding initiative in more detail. While Xerox typically spends under $10 million per year on advertising, this new global campaign has been said to have a budget in the multi-millions.
What do you think? Love it or hate it? Worth the investment price tag for Xerox? Leave a comment and share your thoughts.
Images: Xerox Image Gallery
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