Brother - "Architect"

Grey London

Grey London London, Regno Unito

5025

Titolo	Architect
Agenzia	Grey London
Campagna	141% - Brother
Cliente	Brother
Marca	Brother
Posted	Settembre 2010
Settore	Stampanti e scanners
Trama	SUMMARY: Before this campaign, Brother International ranked among the top five printing manufacture brands throughout Europe, but most people were unaware of the company’s existence. With low brand awareness and a divide between the company and the consumer, Brother needed a strategy that would not only increase its market share, but also increase its brand awareness. To create an emotional attachment between the brand, a new Brother printer and the audience, the campaign integrated the difference between the new A3 and the older A4 - 141% - to send the message to consumers that Brother is always giving more than 100% in relentless pursuit of success. Through the use of a television campaign spread across 24 different countries, Brother was able to increase its number of retailers in the European market by 33%. In France and Germany, the company also saw high increases in brand and advertising awareness, achieving an overall, above-target increase in unit sales of 49%.
Tipo di Media	Televisione
Direttore della fotografia	Toby Howell
Producer	Andrew Studholme
Casa di Produzione	Blink London
Director	Noah Harris
Editor	Leo King
Credit	Carla Gonzalez