Campaign Media Awards 2006: Media Campaign of the Year - Campaign Gold Award

Title: It Makes Business Sense
Media agency: Mediaedge:cia
Media director: Peter Colvin
Account director/media planner: Richard Astley
Creative agency: Rainey Kelly Campbell Roalfe/Y&R
Creative director: Claire Morris
Account director: Britta Posner
Account planner: Jon Tipple
Client: Xerox
Brand/product: Xerox Colour
Marketing director: Anthony Hyde
Media/brand manager: Henrik Bustrup

Xerox wanted to shake off its association with the old-fashioned black-and-white printing market and win a share of the increasingly profitable colour market. A communications plan was developed to literally add colour to the brand, including turning the Alex comic strip in The Daily Telegraph into colour, introducing colour on the traditional black-and-white business pages of The Independent and hanging colourful light bulbs on the route from the City to Heathrow. Shipments nearly tripled, market share rose 5.6 per cent, and revenue grew 18 per cent across the key colour MFP/copier segment.


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