Ducati and Xerox Ad Campaign Means Real Business

A new campaign from the Xerox Superbike Team, dubbed ‘Real Business’ has been launched, featuring Ducati Motor Holding, as well as other brands such as Marriott Hotels & Resorts, Target, the New York Mets, Procter & Gamble and the "University of Notre Dame".

The campaign portrays Ducati employees working to digitize and translate documents instead of concentrating on building sport bikes.

"Along with the innovative use of brand icons, we're cutting through the clutter with innovative media, like interactive billboards, and attention-grabbing digital units. It's all about communicating the new Xerox in fresh and engaging ways to disrupt legacy perceptions of the Xerox brand, and turn up the volume on the breadth and depth of our services and technology," stated Christa Carone, chief Marketing Officer at Xerox.

Scenes such as a Ducati wind tunnel session being interrupted by an office worker looking to have documents translated overnight and another, which portrays a visit to Ducati's headquarters suggest that companies should focus on their core business and handle back office work by partnering with Xerox.

"This campaign proves once more the effectiveness of the long term business cooperation between Ducati and Xerox," commented Ducati's Director of Marketing, Diego Sgorbati.

"The campaign perfectly captures our brand core values of ‘Authentic Italian Performance' and it's clear that Xerox have a true understanding of Ducati's corporate commitment to excellence. We are delighted with the potential vast exposure of the campaign outside of the traditional motoring environment and the increased visibility both for the Ducati brand and motorcycling in general."

The Ducati case study can be watched by following this link, while the wind tunnel scene is available here.