Raising the Bar on Multichannel MarketingÂ sophisticated and integrated one-to-oneÂ cross-channel campaigns. TheÂ second aim was to demonstrate thatÂ even with limited data, high levelsÂ of data collection and accuracy areÂ achievable with strategic actions.Â A groundbreaking solution forÂ a tough audience. Finally, theÂ campaign sought to successfullyÂ engage Singaporeâs hard-to-reach andÂ busy C-level people, such as decisionÂ makers and influencers of both creativeÂ agencies and corporate marketingÂ departments. The prestige of theÂ target market posed a considerableÂ challenge: these B2B clients had theÂ highest standards in advertising, usedÂ gatekeepers to sort throughÂ material,Â and allotted only a few seconds toÂ glance through advertisements. TheÂ campaign would have to be fresh yetÂ relevant to significantly raise the bar inÂ multichannel marketing.
Putting themselves to the test.
In April 2011, Fuji Xerox utilised itsÂ own 1:1 Experience to launch andÂ promote their newest solution, The 1:1Â Experience Service. Playing the partÂ of its own service provider, the 1:1Â Experience team engaged in a daringÂ campaign, enlisting the help of certifiedÂ partners F5 Digital Engagement andÂ Wired Pente.
Demonstrating market leadership.
Entitled TWINS Campaign: Spot theÂ Difference, the campaign drew upon theÂ metaphor of twins, showing that if evenÂ twins sharing the same genetic makeupÂ possess differences between them, thenÂ every customer must be approachedÂ and understood as a distinct individual. Â The 1to1 marketing campaign wasÂ built using a set of only four dataÂ variables. Ambitious in scope, it aimedÂ for several goals: the first was to positionÂ Fuji Xerox as an advanced provider ofÂ Maximising limited data. The campaignÂ worked with only four data setsâlessÂ information than is found in the averageÂ business card. From four simple data, 16Â segments were created to uniquely reachÂ out to each of the 6,200 subscribers ofÂ Marketing Magazine.