Aiming to Enhance Brand Awareness to Make a Full-Fledge Entry to SMB Market
BEIJING, November 29, 2010 — Fuji Xerox Co., Ltd. today announced a full-fledge entry to the small- and medium-sized businesses (SMB) market by introducing a new low-end product series. To enhance its brand awareness in such market in China, the company rolls out a new brand campaign from November 30, mainly via TV and newspapers in major cities. The campaign features Tony Leung, an international top star.
Under its slogan, "PRINT GREEN" and concept, "A small eco effort makes a big difference to the world", the new campaign aims to achieve a wide awareness of Chinese customers that Fuji Xerox provides eco-friendly services, solutions and products based on industry-leading eco technologies.
Tony Leung has been establishing his career by winning the Best Leading Actor at Hong Kong Film Awards five times, which is the most in the Awards history, as well as the Best Leading Actor at 2000 Festival International du Film de Cannes for acting in In the Mood for Love. As an internationally popular star, he is renowned for his intelligent and clean image, which matches with Fuji Xerox's approach to conduct proactive activities to reduce environmental impact leveraging its world-class technologies. Tony Leung also praises the company's initiatives to contribute to building a low-carbon society.
Fuji Xerox develops advanced eco technologies and conducts unprecedented resource recycling activities to reduce environmental impact throughout its value chains from procurement, manufacturing to sales, ultimately aiming to reduce CO2 emission not only in its own business processes but also at its customers' offices. Also in China, the company started operation of a recycling site in Suzhou in 2008, where the company recovers used products and consumables from customers, and recycles them.
By conducting the advertising campaign in China focusing on environment, amid mounting interest in environment issues, Fuji Xerox aims for an enhancement of its brand awareness as well as corporate image in the country.