Fuji Xerox direct mail case study

Fuji Xerox Document Supplies Division in Australia posed a challenge to agency MercerBell – to create a piece of B2B direct mail persuading its target audience of printers that it was worth switching from their current paper supplier to a more expensive product, its Colortech paper range.

The agency came up with a dramatic mailer that created immediate rapport with this audience by tapping into something everyone can relate to – the cursed paper jam. It included a swear jar in the mailing with the words 'Use when there's a b*$'#y! paper jam'. This served as an amusing reminder of how infuriating it is when jammed paper stops a print run.

The mailing went out to 833 organisations, 315 of which weren’t customers (lapsed or existing). Within this non-customer group, the mailer achieved a 29% conversion rate – more than six times higher than the target. And the overall ROI was four times the target.