Xerox Corporation has become synonymous with copy machines. But that allchanged the day they acquired a large consulting company in 2010. Ourproblem was twofold.

First, how to tell the world that Xerox was now all about business process outsourcing. And second, how to make that seem less boring.

Our solution was to do a case study campaign that showed some of theworld’s best companies having to perform the boring back office stuff thatXerox actually does for them.

The campaign launched with TV, Print, Microsite, and various digital media,coupled with intensive PR. Gradually, we implemented other media targetingbusiness decision makers. Like digital airport out of home to targetstranded business travellers. And a first-of-its kind desktop applicationthat uses your email account to show you how hard it is for you to focus onyour actual job.

We also transformed Xerox’s boring and highly technical PDF case studies into shareable video case studies with actual entertainmentvalue.

Testing showed that the work changed the way business decision makers viewed Xerox. Whereas they once saw them as only a hardware company, they now see them as a solutions company like IBM. The work also had a positive effect in the campaign’s real target – Wall St.

And finally, it also resulted in more high profile companies calling Xerox, not just for business process outsourcing services, but to take part, and be featured in, the Ready for Real Business campaign.