Xerox Features Ducati 1198 in New Ad Campaign
Xerox has launched a global marketing campaign designed to show how the company helps iconic brands like Ducati with business process and document management. Xerox is the major sponsor of the Ducati’s factory World Superbike effort which rather ironically will not continue next year.
The print and video campaign takes brand characters out of their expected roles and shows them doing business processes such as invoicing or digitizing documents with exaggerated results. The campaign demonstrates there are better ways for companies to handle back office work – by innovating and partnering with Xerox. The multi-million dollar global campaign is one of the company’s most significant in its history. In Ducati’s case, the argument is that by Xerox taking up the rather mundane task of translating and printing various technical manuals, Ducati was freed up to do what it does best, build iconic motorcycles.
Xerox notes that for Ducati, having employees testing bike stability in a wind tunnel is a far better use of time than, say, translating manuals into Portuguese, something the company easily handles as part of their global publication support for Ducati – as shown in the television advertisement below.
You can see more about the Ducati story and, if you’re really keen, read the case study on Xerox’s Real Business microsite.
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