FireWolf - Revolutionary Marketing

Brother Dominic

Xerox Engineering Systems

Industry: Office Products

Background:

In the heyday of Xerox, its advertising earned a Hall Of Fame award and unprecedented results with the creation of its iconic Brother Dominic. In fact, Xerox and Brother Dominic earned a spot in advertising strategy "firsts" by creating and leveraging celebrity status of a fictitious advertising spokesperson. Today we think of that as commonplace creative. Yet, in the early 70s Brother Dominic literally carved a spot in advertising breakthrough ideas.

Ironically, Brother Dominic was sent to retirement at the monastery for after a number of successful years. While that may seem surprising, it's often the case when change is done for the sake of change.

But that irony also created an opportunity when the Engineering Systems Division of Xerox looked for an avenue to propel its product line and advertising campaign. There was no better way than to leverage the global success of Brother Dominic in his return from retiremnt for the benefit of promoting Xerox Engineering Systems.

Objectives:

• Develop a creative campaign that would stimulate interest in Xerox Engineering Systems products
• Establish industry leadership in major vertical segments
• Create awareness and visibility nationwide
• Increase key performance indicators (KPIs) in all marketing metrics

Firepower Results:

• Industry segment advertising generating significant increased interest and conversion
• Promotion vehicles launched that further cemented prospect interest and conversion