“Brother Dominic” is a twist on the famous 1977 Xerox spot of the same name that ran 40 years ago on the Super Bowl-- still making the top ten lists of best Super Bowl spots of all time. The new “Brother Dominic” was created to re-launch the iconic company as it divided into two separate entities at the start of 2017. The new “Xerox” would refocus on the mission of the original company: Document sharing. We reference the original “Brother Dominic” to show how far Xerox technology has evolved while demonstrating continuity with the past.

The “Brother Dominic” campaign launched January 4th, in coordination with the official announcement of the new Xerox Company on Wall Street. The PR initiative included media outreach, event activation, paid media and social push and a targeted Super Bowl initiative. The campaign kicked off with an event at the New York Stock Exchange. Jeff Jacobson, the new Xerox CEO, rang the opening bell with Brother Dominic monks in attendance. A co-branded “Brother Dominic”/New York Stock Exchange TV, digital and airport campaign followed, along with paid media and messaging on news outlets. To continue to build momentum, we released a special “Brother Dominic” longer version launched in February to celebrate the 40th anniversary of the original “Brother Dominic’s” airing on Super Bowl XI in 1977. This was amplified with a social push,

“Brother Dominic” Super Bowl GiFs and even content demonstrating Xerox direct-to-object printing on actual footballs.

The “Brother Dominic” campaign exceeded 3rd party Innovid global benchmarks as it relates to Video Completion Rate and Click Through Rate-- which confirms the content was engaging and the audience was inspired to learn more about Xerox technology.

o 56 Million impressions

o 12.8 Million completed views

o Connected TV Completion Rate: 93% Xerox vs. 87% benchmark

o Video Pre-Roll Completion Rate: 91% Xerox vs. 78% benchmark

o Video Pre-Roll Click Through rate: 3.91% Xerox vs. 0.40% benchmark – 10X norm! 

o 184,000 new visitors to Xerox.com. 250,000 new page views.

For Pre-Roll, the Brother Dominic campaign saw a 100% increase in brand lift going from 21.4% to 43.1% (Nielsen DBE Study for US).

For YouTube, we saw an overall lift in braid ad recall of 53.4%, which is a best in class benchmark for Google.