CASE STUDY: Fuji Xerox changes consumers' perception on digital printing

Background
The Color 1000 Press is a digital printing machine that can handle stocks from 50 gsm to 350 gsm, and it is a digital printer to rival offset printing. Digital printing has always associated with the issue of inconsistencies throughout the run, patchiness, colour density issues and poor registration.

Aim
To overcome the bad impression of digital printing within the print community. Fuji Xerox wanted to convince the “digitally-cynical” print managers and owner-operators in New Zealand to attend a demonstration of this new printer’s capabilities.

Execution
Fuji Xerox decided to send out direct mail a specific audience, in particular MDs and owners as they are the decision makers when it comes to large purchases.

In a combination-locked briefcase, the brand sent a personal plea for assistance from Barlov Koris, the Governor of the Reserve Bank of The People’s Republic of Fujikistan. The country urgently required assistance to print their paper currency, the Ek.

The briefcase also contains a personalised licence to print the currency of Fujikistan, a personalised invitation to the launch event and meet with the Governor, bundles of highly detailed and serialised Fujikistan currency, as well as a personalised 36-page brochure about Fujikistan and its history. Each page explained the images featured on the banknotes and gave readers an overview of the country. The brochure was printed with the Color 1000 Press, to show the audiences what it was  capabilities.

Result
The Fuji Xerox launch event was over-subscribed. 87% of the total invitees responded favorably while a further 32% responded through word-of-mouth across the industry.

The event achieved a total sale 182% higher than forecast.

Fuji Xerox New Zealand sold 35% of all the Color 1000 Press devices within the Asia Pacific. The ROI for the Fujikistan campaign was 163%.