The light hearted Ducati Xerox campaign – which kicked off in the US on September 7th – portrays Ducati employees working to digitize and translate documents instead of concentrating on building the world’s best sport bikes. Scenes such as a Ducati wind tunnel session being interrupted by an office worker looking to have documents translated overnight and another, which portrays a visit to Ducati’s headquarters where everything is done at high speed, perfectly communicate the message that companies should focus on their core business and handle back office work by partnering with Xerox.
"We’re fortunate to have great client partners who worked side-by-side with us in showing how their businesses benefit when Xerox is doing what we do best," said Christa Carone, chief Marketing Officer at Xerox. "Along with the innovative use of brand icons, we’re cutting through the clutter with innovative media, like interactive billboards, and attention-grabbing digital units." "It’s all about communicating the new Xerox in fresh and engaging ways to disrupt legacy perceptions of the Xerox brand, and turn up the volume on the breadth and depth of our services and technology.""This campaign proves once more the effectiveness of the long term business cooperation between Ducati and Xerox," commented Ducati’s Director of Marketing, Diego Sgorbati. "We are really honoured to display our products and demonstrate our commitment to high level customer services by applying the process of the industry’s global leader, Xerox." "The campaign perfectly captures our brand core values of ‘Authentic Italian Performance’ and it’s clear that Xerox has a true understanding of Ducati’s corporate commitment to excellence." "We are delighted with the potential vast exposure of the campaign outside of the traditional motoring environment and the increased visibility both for the Ducati brand and motorcycling in general."The campaign will be released massively throughout Europe later this year, complemented with a rich multimedia experience, through print, television, web and airport advertising. Beyond Ducati, Xerox’s "Real Business" campaign includes other world-famous premium brands such as Marriott Hotels & Resorts, Target, the New York Mets, Procter & Gamble and the "University of Notre Dame".Watch the video clip which presents Ducati’s image of an innovative and performance-driven motorcycle company which places its trust in Xerox for office processes.