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Catch the Wave
Industry Gold - Technology & Emerging Technologies
Fuji Xerox New Zealand
Entrant Credits
Mark Northin, Kent Xu, Keith Hubbard, Alistair Egan, Cassandra Powell, Alastair Belton, Ehsan Nasier
Additional Credits
Jo White, Noel Ashley Atkinson, Dallas Bennett
Entry Rationale
In the print industry, it’s survival of the smartest. Print companies must invest in technologies that give them a competitive edge. Like the Fuji Xerox Iridesse Production Press with its revolutionary 6-colour print engine.

Capitalising on the exploding demand for printing beyond CMYK, the Iridesse introduced radical, new embellishment technology to the sector. As well as CMYK, it prints solid white plus either gold, silver or clear ink, in a single pass, achieving a stunning array of offset-like metallic colours.

Printers can add significant value to businesses without involving expensive production methods like metallic foiling, lithography and embossing. Best of all, embellishments can add a 90% premium to a print job.

But the technology comes with some challenges: the Iridesse costs twice as much as ‘similar’ digital presses, printers are reluctant to travel to see new technology, and the Iridesse doesn’t like to travel either.

Fuji Xerox knew that when people saw the Iridesse in action, they would love it. So the primary objective was booking personalised demos at the Fuji Xerox Print Technology Centre.

The integrated “Catch the Wave” campaign involved print advertising, a presence at a major industry event, and online, social media and tele- marketing. Fuji Xerox even rebranded their Print Technology Centre with campaign graphics.

There were many campaign objectives and the outcome exceeded them. For every dollar spent, Fuji Xerox realised $46.66 in sales. They converted over 50% of their demos into sales. And in addition, Fuji Xerox sold $0.5M of other devices.