Fuji Xerox Colour 1000 – the ‘$500,000 product’ product launch. A lesson in amping it up to eleven

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Here’s a product launch campaign for a very expensive (half a mill each) and sophisticated Fuji Xerox digital production printing press. With designer Dan Poskitt I did what I’d always wanted to and started a rock band complete with all the that late 60’s psychedelic trappings – arty photo shoots, magazine interviews, castles, tigers, private jets. There’s even in depth product benefit copy that reads like it’s written by a stoned hippy – how did that get through a multinational corporation! It did and it was fun and it sold millions – the product not the fake band. And everyone thought the fake band was real. Art imitating life imitating art – discuss.