Brother - "Cafe"

Grey London

Grey London London, Reino Unido

4730

Titulo	Cafe
Agência	Grey London
Campanha	141% - Brother
Anunciante	Brother
Marca	Brother
Posted	Setembro 2010
Sector Empresarial	Impressoras e Digitalizadores
História	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 de Mídia	Televisão
Realizador	Noah Harris
Produtora	Blink London
Director de fotografia	Toby Howell
Produtor	Andrew Studholme
Editor	Leo King
Credit	Carla Gonzalez