Marketing Viral, B2B campaign
Posted by António Cabral em 11/04/2007
Para promover os seus produtos multifuncionais a cores a nível Europeu a Xerox resolveu utilizar uma campanha de marketing viral. A mensagem principal é: “…there are better ways to make your office productive than the way introduced in this amusing viral.”
Juntamente com a agencia crativa RKCR/Y&R e a agencia de media Mediaedge:cia a Xerox não teve receio de o fazer e os resultados falam por si.
O resto da noticia do Go Viral ( http://goviral.com/):
Xerox – Extreme Offices
We are often asked whether viral marketing can be used for B2B advertising. The answer is most definitely “Yes!” Many professionals are weary to venture down this road since viral marketing is often perceived as a social platform. Xerox definitely was not afraid to do so, and the results speak for themselves. On March 5th, Xerox launched a pan European campaign promoting their colour multifunction products. The main message was that there are better ways to make your office productive than the way introduced in this amusing viral. Xerox, together with creative agency RKCR/Y&R and media agency Mediaedge:cia, have created a targeted and fully integrated campaign using a clever mix of media – drawing on the benefits from print, radio and online. By introducing viral for the first time, they aimed at building the Xerox brand amongst senior decision makers, as well as driving brand re-appraisal.We seeded the campaign on March 5th and within the first month the viral has already produced approx. 1,500,000 views, and of these more than 50 percent originating from the primary target countries Germany, France and
UK. Not “Dynamite Surfing” in numbers but most certainly spectacular for a B2B campaign – especially in terms of traffic lead to the landing page and from there on to other Xerox pages.