Print, television, web and airport advertising kick off in the US on 7 September and in Europe later this year. The multi-million dollar global campaign is one of the company’s most significant in history, created by Xerox’s global advertising partner Young & Rubicam.
The company is reportedly doubling its advertising spending to rebrand itself as a services company. Earlier this year, Xerox acquired services company ACS, which Xerox CEO Ursula Burns said was a move to expand Xerox’s leadership to include “business process outsourcing that helps simplify document-driven work”.
She added: “The new Xerox provides the technology and services to help our customers reach new levels of efficiency and effectiveness, giving them the freedom to focus on what matters most: their real business.”
The new campaign takes brand characters, such as Procter & Gamble’s Mr Clean, out of their expected roles and shows them invoicing or digitizing documents with exaggerated results.
Xerox aims to show that there are other ways for companies to handle back office work, by partnering with Xerox.
The website, RealBusiness.com, is scheduled to go live on 7 September too. It will showcase examples of Xerox helping clients get back to real business with customer testimonials.
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.
CMO at Xerox Christa Carone said: “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.”