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Brother International Europe: 141%

European Association of Communications Agencies Silver, 2012

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Brother International Europe: 141% European Association of Communications Agencies Silver, 2012

Brother International Europe: 141%


Client: Brother Brand: Brother International Europe Agency: Grey London Category: Product/Service Launch Country: United Kingdom Before its campaign to introduce the A3 printer, 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. Using television advertisements as their main platform for reaching the consumer, Brother was able to increase the number of retailers they sold to, as well as experience an overall increase in brand recognition and awareness. Objectives 1. Business Objectives Hit 2011 launch target of 202,000 unit sales across Europe. This would equate to 33 million in turnover. Specifically with these three markets:
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Germany: 53,000 units (8 million turnover) France: 26,000 units (4.7 million turnover) United Kingdom: 30,000 units (5.1 million turnover)

2. Marketing Objectives Increase penetration within retailers by 10% at European level. This meant going from 5107 to 5618 retailers. Specifically with these markets:
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Germany: (10% increase) from 1550 to 1705 retailers France: (6% increase) from 2400 to 2544 retailers

Target audience 1. Retailers to stock and recommend the machines


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2. Small business owners to buy the machines Communication strategy Fundamental Problems: There were two fundamental traits that were found across all offices: 1. Most people cannot tell you what brand their printer is 2. It was of no interest to anyone until something went wrong Our Mission: In addition to talking about the benefits of the new Brother printer, the perception of printers overall was to be challenged and ultimately, position the Brother printer as not 'just a grey box in the corner' but as a brand and product that helps you realise your business potential. The Core Message: Brother is a facilitator and an ally that enables small businesses to thrive and realise their potential. Creative strategy

Emotional Attachment: In the campaign, Brother had to find some way to make the A3 more than just a printer with different paper sizes and buttons. Brother had to work on creating an emotional attachment between the brand, the product and the audience who were ambitious and driven.
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Looking at the difference between the A3 and the older A4, it's 141%. Brother was able to integrate this into the strategy by sending the message to our consumers that it is always giving more than 100% in relentless pursuit of success.

Media strategy The use of television advertisements was heavily used to bring the message to the consumers. The television campaign used the A3 printer as a facilitator to bring various business ideas into light. Instead of focusing on the consumer, Brother focused on the journey of the small-businessman and their dreams of success. Since the campaign was to be shown in 24 different European countries, this approach seemed the most practical for reaching such a large audience
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Budget 5 million to 10 million Markets Austria |Belgium | Croatia| Denmark | Finland | France | Germany | Iceland | Italy| Netherlands | Norway | Poland | Portugal | Romania | Russia | Slovakia | Slovenia| Spain | Switzerland | United Kingdom Evidence of results The 141% campaign was able to meet and exceed expectations. Before the launch of the 141% campaign, unit sales were roughly 150,000. The objective was a 41% increase to about 200,000 but the end result was even 4% above that expected quota. Similar results occurred in individual countries with regards to sales, with Germany being the most successful exceeding the objective by 12%. These results are quite impressive looking at the state of the economy during the campaign. With regards to the marketing objectives, these too were either met or exceeded. Overall in the EU the percentage increase of the number of retailers was 33%, 21% over the expected value. After running the campaign, there were also tests of brand and advertising awareness in both France and Germany that showed both were up significantly due to the campaign.

Copyright European Association of Communications Agencies 2012 European Association of Communications Agencies 152 Blvd. Brand Whitlock, Brussels 1200, Belgium Tel: +32 (0)27 40 0711, Fax: +32 (0)27 40 0717 www.warc.com All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchasers organisation or externally without express written permission from Warc.

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