BROTHER LAUNCHES BIG EUROPEAN ADD CAMPAIGN

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BROTHER LAUNCHES BIG EUROPEAN ADD CAMPAIGN

 user 2010-09-29 at 7:41:40 am Views: 49
  • #24241
    http://www.thedrum.co.uk/news/2010/09/09/15574-brother-launches-first-pan-european-campaign/
    BROTHER LAUNCHES BIG EUROPEAN ADD CAMPAIGN
    see the live site ………
    http://live.brother141.com
    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.comAntony 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.”

    http://www.marketingmagazine.co.uk/news/1027223/Brother-roll-major-inkjet-ad-campaign/
    Brother to roll out major inkjet ad campaign
    Brother,
    the electronics company, is pushing out its first Europe-wide TV
    advertising campaign next week in a bid to appeal to small and medium
    sized companies with big aspirations.
    The €10m (£8.2m) campaign,
    created by Grey London, is themed “141%” and promotes the brand’s A3
    inkjet printer range as essential technology for small, ambitious
    businesses.

    Anthony Peart, European marketing communications
    manager at Brother, said: “This is the first time we have 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.”

    Nick Rowland, creative head at Grey London,
    said: “141% is the difference between A3 and A4, but also stands for and
    celebrates the ambitious mindset of our target audience, and
    ultimately, the brand.”The campaign will run in 19 European countries
    and includes three television spots, print and online advertising, with
    MPG International handling media buying.The first TV spot will run on 13
    September.