Advertiser: Fuji Xerox
Campaign: Searchers of the Lost Words
Objectives: Fuji Xerox wanted to demonstrate their cross-media communications and Variable Data Printing Certifed Partners’ capabilities to ad agencies, showcasing a cross media campaign utilising smart ‘personalisation’ and ‘intelligent use of direct marketing’. They were seeking market awareness, education, and lead generation, with AdMedia’s audience.
Budget: Under $ 10,000
“The value we got from the campaign has been significant”
- Andrew Healy,
Fuji Xerox VDP Specialist
Elements: The ‘Searchers of the Lost Words’ campaign was the second in a series of 3 AdMedia cover wraps (other covers utilised Scratch & Win interaction /use of QR codes and 3D graphics).
For this cover, magazine recipients were invited to complete a ‘word search’ puzzle to generate their unique competition entry code. Recipients then entered the code at a personalised website (pURL) which extended the Lost Words theme, with links to suppliers and calls to action.
Result: Direct response was measured via the number of recipients who were driven by the printed magazine to engage online. All the Admedia cover wraps in the series enjoyed over 10% response online, with the ‘Searchers of the Lost Words’ campaign hitting 17%. Even those who didn’t respond online engaged with the campaign, as it formed the address carrier and the magazine cover. Fuji Xerox presented the AdMedia campaign concept to their International Business Group conference and wrote up each cover wrap campaign as a case study to use in their future marketing.
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