TOKYO, November 28, 2011 – Fuji Xerox New Zealand Ltd., a sales company of Fuji Xerox, and Fuji Xerox Co., Ltd. have won Gold Award and Leader Award respectively in the 2011 DMA International Echo Awards* that honors the world's best direct marketing campaigns, organized by the Direct Marketing Association (DMA) in the United States.
Gold Award: Fuji Xerox New Zealand Ltd.
Fuji Xerox New Zealand has won the award with its Fujikistan campaign, which was designed to invite printing company owners and managers to the launch event of its color production printer, Color 1000 Press, in September 2010.
In this campaign, an imaginary country “Fujikistan” sent personalized invitations to invitees in a briefcase together with a letter asking them to handle the printing of the country's currency** and its samples. The briefcase also enclosed a booklet on Fujikistan’s history, printed with Color 1000 Press on various paper stocks. All those are used as printout samples showcasing the printer's high image quality and capabilities comparable to those of offset printing. The launch event earned a success with an over-subscription of attendees: While Fuji Xerox New Zealand invited 152 companies, word of mouth within the industry generated attendance of 181 companies, enabling the company to double a sale of the Color 1000 Press of the original plan. The creative and unique campaign won the award for its entertainment factor and the results it generated.
Leader Award: Fuji Xerox Co., Ltd.
Fuji Xerox was awarded the prize for the Anniversary Service Campaign which was conducted in 2010 in collaboration with the promotion’s advertiser SKY Perfect JSAT Corporation. The campaign aimed to achieve higher customer satisfaction and to prevent contract cancellation of the customers.
The campaign was designed to show appreciation to the long-time subscribers of Sky PerfecTV! e2***. SKY Perfect JSAT sent direct mails in the month when their subscription began, offering free viewing of particular channels. SKY Perfect JSAT chose Fuji Xerox's marketing communication service, direct2one****, to develop an individual communication scenario based on each subscriber’s profile and viewing habits, and create personalized direct mails to subscribers to view a few channels for free trial. In six months, SKY Perfect JSAT sent approximately 300,000 direct mails which generate a high response rate more than 30 percent. Furthermore, the thoughtful and personal manner of the “thank you” direct mails received positive responses from subscribers who felt that company cared for them and requested the company to offer such service for many years to come. This shows that the direct mails with communication scenarios developed with the subscriber’s point of view were effective also in qualitative terms; enhanced customer satisfaction. The direct mail campaign was holistically highly evaluated for its strategic value, creative and the high campaign participation rate.
* DMA's International Echo Awards honor the world's best direct marketing campaigns, attracting almost 1,000 entries from around the world each year. Entries are judged on three stages by a total of around 250 judges with strong credentials in the direct marketing industry. Using criteria are brilliant strategy, the most creative use of media and channels, and the finest executions. Campaigns that meet all the criteria become shortlisted for the International Echo Awards, with outstanding entries selected for the Diamond Award, Gold Award, Silver Award, Bronze Award and Leader Award in this order.
** Printing currency is prohibited and is subject to criminal punishment.
*** Sky PerfecTV! e2 is main satellite broadcasting service (110 degree east longitude CS digital broadcast and BS digital broadcast) operated by Sky Perfect JSAT.
**** “direct2one” is a one-stop marketing communication service covering the planning and targeting the promotion, the design and production of the ad creatives, implementation, as well as evaluation of the promotion’s effectiveness.
