Snapshot
For six weeks, from Monday 27 February 2006, Xerox will be working with The Daily Telegraph to promote their range of colour printers by injecting colour into The Telegraph's famous 'Alex' cartoon strip.

Xerox have also produced a series of full colour ads to work alongside the main activity.

Communicating with a business audience
The adventures of City stockbroker 'Alex' have been running daily in The Daily Telegraph, in black and white, for 13 years. The partnership will see Xerox transform the strip by introducing colour, enabling Xerox to demonstrate the impact that colour has in business (see below): 

The above activity will enable Xerox to reach their target audience at a time when they are absorbed in the business section of their newspaper, actively searching for business solutions.

The activity also extends online, allowing Telegraph.co.uk users to download 'Alex' as a desktop icon, which will bring them business news updates three times a day.

The idea was developed by The Telegraph's recently launched in-house advertising projects team Telegraph Create. It was booked through Mediaedge:cia and creative agency Rainey Kelly Campbell Roalfe/Y&R are also involved.

Quote
"Create works closely with its editorial colleagues to develop new initiatives. This campaign is a perfect example of that close co-operation and is an illustration of how creative thinking can be used to make the most of The Telegraph's appeal"
Sarah Newton, Director of Telegraph Create

Find out about the £150,000 Telegraph Create contest