MARKETING VARIABLE TO THE MARKETERS
To demonstrate the power of variable marketing to the marketing community in Singapore, WiredPente worked with Fuji Xerox to design and produce a fully variable 16-page booklet that was tipped on to an industry periodical and sent to 6,200 marketing professionals. As the leading edge of a cross-channel engagement, the booklet used variable to make the case in a truly relevant manner, addressing the influencers and the decision-makers from their specific point of view.
Playing off of the concept that even identical twins have differences when you look closely, the campaign used only 4 data points to draw the connection to each recipient in a way that was relevant to their world.
Adding the immediacy of mobile and online
While the booklet told the whole story, it was a much more immersive experience online and the primary goal was to engage them there, either on a fully variable micro-site or on its mobile equivalent. The web gave them a multi-media experience and each journey led to an immediate call to action to contact Fuji Xerox to see how variable communication could help them.