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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.
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