Fuji Xerox is better known for its printing and photocopying equipment than its paper. In line with the launch of its high grade paper, our task was to overcome this perception and establish awareness of the new paper, which was considered tougher than its competition. Tough paper prevents jams and ensures smooth usage, resulting in lower maintenance of equipment.

To demonstrate toughness and to secure Fuji Xerox's position as top of mind in that category, our idea was based on the concept of paper craft. Offering step-by-step instructions, the interactive piece engaged readers by inviting them to construct a multi functional knife out of Fuji Xerox paper. In this way, recipients could see first hand, just how tough the paper is. The DM was distributed at a launch event, where over 200 dealers and distributors were invited. A DM was also mailed out.

Apart from a high level of awareness achieved, first-quarter market research has shown that Fuji Xerox has gained a significant market share in the category.