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Sponsorship of The Technology of Business series on BBC World News plus online advertising on bbc.com embodied the Xerox brand’s shift from traditional document specialist to modern, dynamic business partner.
- Target senior business decision-makers
- Increase awareness of Xerox’s range of business services
- Drive broader positive perceptions of the Xerox brand
The campaign positioned Xerox advertising around The Technology of Business, a new series of four-minute online modules that were developed to enhance bbc.com’s technology coverage. The 24 short films also ran on BBC World News, accompanied by branded Xerox sponsor credits and promotional trailers.
The campaign included:
- The Xerox campaign delivered a 200% increase in advertising awareness1
- Awareness of Xerox’s broader range of business services rose 42% following exposure to the campaign2
- Association with the BBC enhanced audience perception of Xerox by nearly 40%3
1 BBC and GMI ad effectiveness survey, December 2010.
2 Dynamic Logic campaign review, 2010.
3 BBC and GMI ad effectiveness survey, December 2010