Our brief was to write to office managers and persuade them top buy or lease a new Xerox WorkCentre Pro copier. The big advantage of the WorkCentre Pro was summed up in the proposition on our brief:“At last a copier that looks after itself”.This is means: you don’t have to waste a lot of time standing around pressing buttons and “babysitting”the Workcentre Pro. You just programme it, press start and it gets on with the job, while you get on with other things. As you know, Pan European work is always difficult. And we were producing a pack that had to work in France, Germany, Italy, Spain, Belgium, Holland, Denmark and the UK.This meant we needed one big idea that would be meaningful across all 8 markets.So we hit upon this fundamental truth about office life in every country.If you think about your copier in your office you’ll probably get this image in your head. There’s probably someone standing over it pressing buttons and drumming their fingers waiting impatiently for the job to happen.(In fact, we bet the carpet in front of the copier is brown!)Having hit upon this truth, we created a pack that instantly dramatised the benefits of the new Xerox WorkCentre Pro. Donna Brown   Creative Services Manager   HTW

As you know, Pan European work is always difficult. And we were producing a pack that had to work in France, Germany, Italy, Spain, Belgium, Holland, Denmark and the UK.This meant we needed one big idea that would be meaningful across all 8 markets.So we hit upon this fundamental truth about office life in every country.If you think about your copier in your office you’ll probably get this image in your head. There’s probably someone standing over it pressing buttons and drumming their fingers waiting impatiently for the job to happen.(In fact, we bet the carpet in front of the copier is brown!)Having hit upon this truth, we created a pack that instantly dramatised the benefits of the new Xerox WorkCentre Pro.

Across the eight markets:We achieved a response of 11%.The mailings cost $186,000.Yet they generated $4,633,332That’s a Return on Investment of 24.9:1And a cost per lead of just $27.Very few Pan European campaigns deliver big ideas like this – and such big numbers, too.