The launch of the website will be followed by TV ads and a global roll-out...Europe is up next. It has all the “bells and whistles” any good digital campaign could want with Twitter Tags, Multi-media, and cookies for display advertising. If you visit Realbusiness.com and then a business publication site like Forbes.com, keep an eye out for Xerox’s placement ads with the Marriott, Notre Dame, and NY Mets commercials. This is not a coincidence.
The website and the campaign are really well done from a creative standpoint. The campaign is multi-media, multi-channel, multi-tactic and multi-message. And that's the problem, the messaging seems to be the Achilles heel of the campaign. I’m sure that this campaign, by Y&R, will win many awards, especially digital, however, they nearly overdo it. See for yourself: Visit the website, watch the videos and ads, and then ask yourself what did you retain.
After spending much longer than I expected on the site, I remember the fighter pilot blasting through the ceiling, the Ducati bike racing around, and the Mets mascot burying his head in his hands…but I do not recall how Xerox helped those customers, or what they have to offer me.
I’m also sure that the campaign will meet its targeted objectives for engagement levels and interaction times but does style overwhelm substance? It raises a relevant concern for marketers, how do we keep the focus on enhancing and ensuring the delivery of the message through digital tools, and not get caught up in all the interesting and entertaining things they can do?
I truly enjoyed the site and most likely, stayed engaged longer than the Agency would have predicted, but can a digital campaign be successful if the audience doesn’t hear and retain the message? No doubt, it is entertaining, but will it be effective?
