Make Now Work: A New Campaign for a New Time
- ClientXerox
- IndustryMedia & Publishing · Tech · Advertising & Marketing
- ServicesBranding · Marketing · Customer Experience
- CapabilitiesCampaign Development · Brand Transformation Strategy · Creative Concepting
Repositioning Xerox beyond hardware in a pandemic moment
In January 2020, Code and Theory was selected as Xerox’s Creative Agency of Record. Our first assignment was to help shift how people understood Xerox at a moment when work was changing fast.
Although Xerox has been innovating the workplace for over a century, they are undeniably known for their hardware, not their software and solutions. That perception created a clear challenge in a moment when businesses were facing new, complex realities.
As you read on, you’ll see how we approached communicating what Xerox could offer, quickly and with just the right tone. The details of how we brought that story to life come later.
Key Takeaways
Repositioned Xerox with the Make Now Work campaign.
A digital-first strategy strengthened brand perception.
Sparked a fresh brand reappraisal for Xerox.
Framed Xerox for a new time with Make Now Work.
A new way forward for Xerox
Xerox is much more than in-office offerings, and in shaking off the copier stigma, Xerox needed a campaign that is unexpected. We designed a new brand expression that is unexpected, yet inextricably Xerox, through modern, warm illustrations and animations.
The campaign experience is digital-first and content-led. The work is rooted in robust employee engagement and pushed out across an ecosystem through strategic paid media and partnerships. The hero video is an animated anthem. The social tells stories, heroes' proprietary stats, and introduces diverse thought leaders. This is just the beginning of our collaboration with Xerox, and we could not be more excited for all to come.
Articulate how Xerox helps the workplace adapt to change
We created a campaign that personifies now. NOW is demanding. NOW has its own needs. NOW shouts, juts, bucks, bruises, and insists on change. But for those who face it, NOW also presents new opportunities.
Xerox can help businesses digitize analog processes to draw new ideas from data—enabling leaders to make decisions that are proactive, not reactive. With information accessible in new ways and workflows more automated, companies can power up the truly flexible workforce that NOW requires. Finally, Xerox can help companies personalize customer experiences, both in person and online—at scale.
As a company, Xerox needed to communicate this breadth of solutions with creativity, empathy, and urgency. Because its people, products, and services can help businesses of all sizes to look NOW in the eyes and make it work.
What We Did
Developed the “Make Now Work” campaign for Xerox
Created a cohesive brand identity to support the campaign
Produced campaign content to bring the message to life
Improved the customer experience across campaign touchpoints
Related work
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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