Cannes Lions

XEROX

MEC, New York / XEROX / 2011

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Overview

Entries

Credits

Overview

Execution

By aligning with this high-profile partner, Xerox differentiated itself and gained credibility among customers and prospects. And unlike most tour sponsorships, Xerox's leveraged Sting’s tour as a marketing vehicle and new source of business for the company. To bring this story to life, we recommended a strategic global business event platform, “Real Business Live” (RBL), leveraging the Sting partnership to educate key customers and prospects on Xerox products and services. RBL events were held prior to shows in priority markets where Xerox showcased video and marketing collaterals highlighting the behind-the-scenes business services it provided for the Global Tour. After the event, guests were invited to an intimate evening with Sting, including private sound checks and the incredible opportunity to karaoke on-stage alongside Sting.

As follow-up to the event, guests were driven to the Sting/Xerox microsite, which housed case-study video and other valuable tools to promote the partnership and gain sales.

Outcome

The Sting partnership transformed Xerox’s approach to audience acquisition. By aligning with a world-class musician and using the partnership in its business communications, Xerox was able to attract customers and prospects to business events, something that had proven challenging in the past. By offering exclusive experiences, Xerox formed tight knit relationships with customers and prospects, giving the company leverage as it looked to close business deals.RESULTS:•Significant business revenue •2,300+ guests attended Sting concerts•800+ guests attended private sound checks and sang karaoke with Sting•500+ prospects attended Real Business Live (RBL) events

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