Republik and Fuji Xerox brought a bit of creativity to the world of digital printing a couple of years back with its impressive Fujikistan campaign, which won a host of awards and helped sell plenty of colour presses. And the pair have continued that trend with an impressive aviation-themed campaign to launch its wide format range of digital printing presses.
Republik created an authentic military themed direct mail piece that went out to a targeted database of approximately 200. Ex-military cartridge tubes housed three large format posters, all personalised and printed on different substrates to demonstrate Fuji Xerox’s wide format digital print technology.
Each recipient received a personal URL and unique code. They then logged on to the website, which self-populated with their details. They could register their interest, RSVP to the event and customise their very own fighter plane that was saved and uploaded. Fuji Xerox then downloaded and printed the file on to specially imported balsa wood. The personalised planes were laser cut, assembled and handed out to attendees at the launch event at the MOTAT Aviation Hall, where they could fly their war bird and win some great prizes.
“We originally briefed Republik back in March and they came back with a number of creative directions, all of which would’ve worked, however we liked ‘Wide War 1’ as we could effectively demonstrate our machine’s capabilities and at the same time, do it in a really powerful and engaging way," says Fuji Xerox’s communications manager, Amber Henderson. "Feedback from the industry has been overwhelmingly positive and that showed with the numbers that came along on Wednesday night. The authenticity of the DM piece even attracted attention from the NZ Police and their Bomb Squad, fortunately they saw the more humorous side of the call out!”
Republik director, Paul McNamara says Fuji Xerox is a great client and this project was a fantastic opportunity for us to have a bit of fun.
"Their technology allows us to think a little differently about what we deliver, because everything we do must be produced using their equipment. The world of digital printing has come a long way in the last few years and Fuji Xerox has been at the forefront of that change. After all the hard work, it was great to see such a huge turn out to the event and real interest in Fuji Xerox’s Wide Format technology. Bring on the sales.”