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Xerox has launched a multi-million pound pan-European campaign to promote its market-leading range of color multifunction products. This new advertising initiative includes Xerox’s first ever viral film. The campaign, which will run across print, radio and online, will target an audience of IT professionals and other senior business decision makers. It will focus on the unparalleled reliability, velocity, clarity and security that the Xerox family of color multifunction products offer, making the point that by investing in Xerox multifunction devices you do not have to worry about your office equipment, but can instead get on with the job of being more productive. According to independent tests1, Xerox multifunction devices are up to three times more productive than competing products on the market.

The viral film, entitled ‘Watercooler’ (Extreme Offices Productivity efforts that have gone out of control!) follows the antics of a company that is working hyper-productively in order to meet business targets. The documentary-style tour around the office shows workers in various extreme states of busy-ness, veering out of control in their attempts to deliver on time. The film draws to a close with the reassurance that “there are better ways to make your office more productive”.

Henrik Bustrup, Xerox Europe’s Advertising Manager, says of the new campaign: “We’ve created a targeted and fully integrated campaign using a clever mix of media. By introducing viral for the first time, we aim both to build the Xerox brand amongst senior decision makers, and also to drive brand re-appraisal.”