{"id":11566,"date":"2011-02-14T10:00:21","date_gmt":"2011-02-14T10:00:21","guid":{"rendered":"https:\/\/www.xmpie.com\/the-twins-campaign-spot-the-difference\/?lang=de"},"modified":"2016-08-26T20:29:41","modified_gmt":"2016-08-26T20:29:41","slug":"the-twins-campaign-spot-the-difference","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/de\/the-twins-campaign-spot-the-difference\/","title":{"rendered":"The Twins Campaign – Spot the Difference – Featuring Fuji Xerox"},"content":{"rendered":"

The Challenge:<\/h4>\n

Raising the Bar on Multichannel Marketing\u00a0sophisticated and integrated one-to-one\u00a0cross-channel campaigns. The\u00a0second aim was to demonstrate that\u00a0even with limited data, high levels\u00a0of data collection and accuracy are\u00a0achievable with strategic actions.\u00a0A groundbreaking solution for\u00a0a tough audience. Finally, the\u00a0campaign sought to successfully\u00a0engage Singapore\u2019s hard-to-reach and\u00a0busy C-level people, such as decision\u00a0makers and influencers of both creative\u00a0agencies and corporate marketing\u00a0departments. The prestige of the\u00a0target market posed a considerable\u00a0challenge: these B2B clients had the\u00a0highest standards in advertising, used\u00a0gatekeepers to sort through\u00a0material,\u00a0and allotted only a few seconds to\u00a0glance through advertisements. The\u00a0campaign would have to be fresh yet\u00a0relevant to significantly raise the bar in\u00a0multichannel marketing.<\/p>\n

Putting themselves to the test.<\/h4>\n

In April 2011, Fuji Xerox utilised its\u00a0own 1:1 Experience to launch and\u00a0promote their newest solution, The 1:1\u00a0Experience Service. Playing the part\u00a0of its own service provider, the 1:1\u00a0Experience team engaged in a daring\u00a0campaign, enlisting the help of certified\u00a0partners F5 Digital Engagement and\u00a0Wired Pente.<\/p>\n

Demonstrating market leadership.<\/h4>\n

Entitled TWINS Campaign: Spot the\u00a0Difference, the campaign drew upon the\u00a0metaphor of twins, showing that if even\u00a0twins sharing the same genetic makeup\u00a0possess differences between them, then\u00a0every customer must be approached\u00a0and understood as a distinct individual. \u00a0The 1to1 marketing campaign was\u00a0built using a set of only four data\u00a0variables. Ambitious in scope, it aimed\u00a0for several goals: the first was to position\u00a0Fuji Xerox as an advanced provider of\u00a0Maximising limited data. The campaign\u00a0worked with only four data sets\u2014less\u00a0information than is found in the average\u00a0business card. From four simple data, 16\u00a0segments were created to uniquely reach\u00a0out to each of the 6,200 subscribers of\u00a0Marketing Magazine.<\/p>\n

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The Twins Campaign - Spot the Difference<\/a><\/h3>\n
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The Challenge: Raising the Bar on Multichannel Marketing\u00a0sophisticated and integrated one-to-one\u00a0cross-channel campaigns. 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