Grey 2010
With low brand awareness and a divide between the company and the consumer, Brother printers needed a strategy that would not only increase its market share, but also increase its brand awareness. We needed to create more of a bond between Brother and their customers.
For their A3 printer range, we created the 141% campaign. 141% is difference between A4 and A3, which became a symbol for ambition. For having that extra edge in business. Showing that Brother and their customers are always giving more than 100% in the pursuit of success.
The TV campaign aired in 24 different countries, and 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%.
It appeared in the Drum. Was called out in “Best Ads in TV,” and got a nice write up in Private View.
BROTHER 141%
141% is difference between A4 and A3, which we turned into a symbol for ambition. For having that extra edge in business. Showing that Brother and their customers are always giving more than 100% in the pursuit of success. We created a campaign of stop-frame live-action films, showing all that can be achieved with 141% more ambition, and the Brother A3 printer.
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