Y&R2.1 Rolls Out Xerox Printer Push

NEW YORK — Xerox Office Printing Business this week launches a new online campaign to generate interest in its new single-pass color printers.

The business-to-business effort, via Y&R2.1 and The Digital Edge, consists of a series of online ads that tout the speed and color quality of Xerox’s Phaser 8200 and Phaser 6200 printers.

One banner, for instance, advises, “Turn away from Black and White,” as a top spins across the ad unit to reveal text that reads, “Color so fast and affordable it makes your head spin.” The ads also give users a chance to win a 50-inch HDTV, valued at nearly $16,000, as well as one of the printers.

When users click on an ad, they are directed to a sitelet where they can enter the sweepstakes and find out more information on the printers from a virtual host. The virtual host technology was created by Oddcast.

Y&R2.1, the digital arm of Young & Rubicam, is handling creative for the marketing push and The Digital Edge, a Y&R media company, is overseeing media planning and buying.

Currently in a four-week test phase, the multimillion-dollar campaign will officially roll out beginning July 8.