Advertiser ■ Fuji, New Zealand
Industry ■ Print
Media used ■ Direct mail, web
Agency ■ 
Republik New Zealand

The Background

Fuji New Zealand wanted to establish itself in the wide-format digital printing business with its Acuity Select press. To reach the largely male target audience of draftsmen, architects, and print shop owners, it launched an event called Wide War 1 - The Battle for Bigger Borders.


Fuji dispatched launch invitations in authentic Howitzer artillery shells along with large-format recruitment posters personalized to each business. Recipients RSVP’d at a military-themed website that let them personalize an FX Warbird airplane. Their designs were downloaded by Fuji Xerox and printed on balsa wood scale models they could assemble at the event. The programme’s goal was to attain 25 leads and a single sale of one of the $450,000 printers.


The direct mail piece recorded a 77% response. One machine was purchased the night of the event and two more were sold in subsequent weeks.