Brother launches first pan-European campaign
Manchester-based consumer electronics company Brother is to overhaul its brand positioning as it launches an "ambitious and emotional" campaign aimed at making it stand out in a dry and functional category.
The pan-European campaign is a first for Brother and kick-starts its new long-term strategy to promote its A3 Inkjet printer range. Targeted at small and medium size businesses, the campaign will run across 19 European countries.
Incorporating TV, online, print, POS and PR, the theme is 141% (reflecting the size of A3 versus A4 prints) and emphasises the impact of printing A3 and brings to life the ambition of people who work in small to medium-sized businesses.
The first of three TV sport will be screened in the UK on 13 September and the campaign micro-site is live at http://live.brother141.com
Antony Peart, European marketing communications manager at Brother Europe, said of the campaign: “This is the first time we’ve undertaken a Europe-wide TV advertising campaign and we wanted to ensure a strong impact. Grey hit the spot with their understanding of our target market and creative approach, which draws on the aspirational elements of the product offering.”