Leo King
剪辑师 at Stitch
London, 英国
标题Cafe
广告公司
广告战役 141% - Brother
广告主 Brother
品牌 Brother
Posted9月 2010
行业领域 打印机与扫描仪
剧情简介 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%.
媒体类别 电视
导演
制作公司
摄影指导
制片
剪辑师
Credit

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