Fuji Xerox, Fujikistan - Fuji Xerox (NZ)
RSVP Gold, Customer Engagement
Issue 18 | March 2011
Agency
Republik
Production Team
Duncan Blair, Greg Wylie, Andrew Sims, Musonda Katongo, Craig Abbott, Paul McNamara, Tracy Walker, Scott Pearson
Other Credits
Alistair Egan, Steven Caunce, Richard Penny, Lana Sokolnikova
Background
Fuji Xerox wished to launch the Colour 1000 digital print press to the print trade in New Zealand.
Idea
Invitees to the launch were couriered a combination-locked briefcase containing a personalised letter requesting help to replenish dwindling currency stocks, a personalised licence to print the currency of Fujikistan, a personalised invitation to the launch event and meet with the Governor, bundles of highly detailed and serialised Fujikistan currency, plus a personalised 36-page brochure about Fujikistan and its history.
Using Fujikistanian imagery, the brochure showcased the printer’s capabilities. Each page used unique paper stock to highlight the press’s capabilities.
To receive the code for their combination locks and RSVP to the event, recipients logged into a personal URL.
Results
The Colour 1000 Press launch event was a roaring success, with an over-subscription of attendees. The DM piece helped generate more sales of the Colour 1000 Press than the rest of Asia Pacific combined, over-achieving targets by 187% and generating over $5M of incremental revenue above plan.