Launched in February 2015, the Colour 1000i was developed for top-tier commercial print houses, and offered a whole new array of affordable digital design options for their clients.
The big news, though, was this digital printing press can print metallic silver or gold as a fifth colour. Which may not seem like a big deal to most people, but was a massive breakthrough in the industry. It would half the turn-around times for jobs that were usually only possible by using traditional offset printing methods.
Printing spot gold or silver is also a “nice to have” for our audience but not essential, so we had to deliver a compelling campaign to get them to consider purchase.
Our biggest hurdle however, was that some of our audience had invested in the Colour 1000 (an identical looking machine) only a few years earlier at considerable expense. We had to highlight the incredible advantages of this new fifth-colour station in our new machine.
We created an integrated campaign that would not only demonstrate the new Colour 1000i’s gold and silver capabilities, but tell the story of an incredible opportunity. Rather than just communicate to our audience there was a new device capable of printing metallics, we created an offer that was almost too good to be true.
We called it: A Golden Opportunity.
The highly entertaining campaign immersed our audience in a quirky story of a Nigerian ‘entrepreneur’, Solomon Fujigwe (pronounced Foo-jig-wee, he hates it when you get it wrong). He was looking for ‘investors’ to help develop the liquid gold and silver bubbling up from the ground on his farm.
He’d spent years sending random emails asking for help, and as luck would have it, Fuji Xerox received one of them. And a mutually beneficial partnership was born. He had gold and silver to offer, we had a gold and silver printing press to sell.
Solomon wanted to hold an event for potential ‘investors’, so we worked with Solomon to create an invite.
This DM piece featured real gold and silver samples from his village, an invite to the event, but most importantly, a sample book that showed off the Colour 1000i’s gold and silver printing capability.
The two new metallic colours were the hero in an elaborate sample book made up of multiple paper stocks, an outrageous amount of gold and silver ink, and most importantly, showcased the gold and silver story of Solomon and his village.
This sample book was the most important part of the campaign, because it demonstrated the printing capabilities to the people who mattered most, and the end result was extremely impressive.
At the event, guests were welcomed by Solomon and Nigerian drummers, enjoyed themed refreshments including a specially made Nigerian golden larger. A sand-artist then told the story of how Solomon and Fuji Xerox got together to create the event.
Of course we had the Colour 1000i at the event, so suppliers and printers could see it in action, ask questions, and most importantly, place orders.