The 'Business colour' promotion delivers Xerox ads to those BlackBerry users who access news from the Financial Times' web site.
The two companies worked together to employ new technologies to reconfigure the web browser's content, as ads had previously been unviewable on the BlackBerry version of sites.
BlackBerry users can now view and click on the Xerox ads on the FT home page at ft.com/blackberry. This delivers them to a landing page containing information on Xerox products and solutions.
Richard Astley, account director at MEC Interaction, said: "It is an inevitable evolution of an important business communications tool that will develop commercial value for advertisers. Xerox has continually used mobile devices to connect with its audience and our strategy is paying off with great results."
Henrik Aagaard Bustrup, European ad manager at Xerox, commented: "The 'Business colour' campaign has incorporated a wide range of communications platforms, from outdoor to search marketing.
"The use of BlackBerries to extend the theme of our campaign with our key audience is an effective way of bringing colour to a business environment and, not least, to be the first to use this medium, demonstrating how innovative Xerox is."
The media strategy, planning and buying was by MEC Interaction, with creative by Rainey Kelly Campbell Roalfe/Y&R and Vibrant Creative.
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