Brother: Taking on the big boys by thinking small - IPA Effectiveness Awards Case Study 2007

Brief Description: As a challenger brand up against large competitors with deep pockets, finding a way to make a smaller budget deliver standout was difficult. This paper demonstrates how Brother was able to achieve this by focusing on a target audience that was overlooked by its competitors; the growing market of small businesses and homeworkers. Furthermore, it shows how when used together, television advertising and sponsorship can achieve a big impact amongst a focused audience. In total the campaign generated £15.2m in incremental retail sales and paid for itself 2.3 times over ;---(TAGS)--- Full Title: Taking on the big boys by thinking small ; Number: 2007/12 ; Brand Name: Brother ; Client: Brother UK ; IPA_ProductCoding: Sponsorship (Broadcast sponsorship) ; Office Equipment (Computer peripherals) ; Agency: BDH\TBWA ; Author: Rob Gray, Peter Harris ;