Brother - "Cafe"

Grey London

Grey London London, United Kingdom

4727

Title	Cafe
Agency	Grey London
Campaign	141% - Brother
Advertiser	Brother
Brand	Brother
Posted	September 2010
Business Sector	Printers & Scanners
Story	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%.
Media Type	Television
Director	Noah Harris
Production Company	Blink London
Director of Photography (DOP)	Toby Howell
Producer	Andrew Studholme
Editor	Leo King
Credit	Carla Gonzalez