The idea was simple: Put Xerox technology to the ultimate “modern workplace” test.

And at the same demonstrate the true potential of what can happen when you

“Set the page free”.

So, instead of turning to business experts and pundits, we took a quite different approach.

We enlisted 14 of the least collaborative, least office-y people on the planet… world-famous writers. Then posed an epic “work” challenge: On a tight deadline (a few short weeks) write the ultimate book on “the modern workplace” together from their very untraditional “offices”. They had complete creative freedom with just one rule: use Xerox technology to collaborate.

The project launched September 3rd, 2017 and rolled out in 5 phases, across 22 countries, in 3 languages.

The writers got to work writing equipped with a range of Xerox technology.

The setthepagefree.com microsite allowed viewers to track the project in progress with

book previews, films, photos and podcasts and learn more about the Xerox technology.

Targeted paid, native, and display placements generated awareness and interest

Teaser content was released daily building engagement via both organic and paid tactics.

On social media, the authors themselves became enthusiastic ambassadors, generating daily buzz and driving fans to the site.

On October 27th, “Speaking of work: a story of love, suspense and paperclips” was launched at a livestreamed author reading at the literary mecca in New York: the 92Y. The book was released in softcover (printed on Xerox iGen Press) and in eBook, currently available at setthepagefree.com and Barnes & Nobles.

• “Project: Set the Page Free,” sparked an 800% rise in email sign ups (last quarter 2016 vs. last quarter 2017)

•The book was downloaded 17.9k+ times (on par with bestsellers).

•The project was covered by over 100 news outlets worldwide including Forbes, The New York Times, Entertainment Weekly, NPR’s Brian Lehrer show, Cheddar TV, New York One TV with over 400M impressions.

•Engagement on Xerox.com and Xerox’s Shop.com revealed a 20% lift.

•ComScore’s independent brand study showed, after Project Set the Page Free, Xerox brand perception scores rose 35% with the core business decision maker target on the combined attributes of “innovative, progressive and high quality.”