Its 'Product' promo will push its printer range and solid-ink colour technology in 15 countries, with the aim of engaging SMEs and IT decision makers.
Interactive ads have been incorporated into a game where players have to blast away a wall with Xerox Colour Ink. They can also click to find out more about its office devices. Online will support the print push.
Xerox will simultaneously run a separate 'Colour' campaign across online, print, TV and outdoor to advertise the business benefits of using Xerox Colour. Digital ads will involve online, PDAs and mobile. Interactive MPUs are based on a game streamed within the TV ad.
The colour campaign includes sponsorship of The Daily Telegraph's Alex cartoon. Users can download a Desktop Alex from Telegraph.co.uk, which will provide business news feeds three times a day.
A colour version of the cartoon will run in the paper's business section for six weeks.
±±¾©Èü³µpk10 strategy, planning and buying are by mec:interaction, with creative by Vibrant Creative. Agency RKCR/Y&R did the above-the-line ads.
Henrik Bustrup, European ad manager at Xerox, commented: "Through our increased investment in digital and desire to introduce new, interactive creative, we have achieved significant added value and return on investment."
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