FUJI XEROX SINGAPORE
FUJI XEROX SINGAPORE
FUJI XEROX SINGAPORE

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.