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: Brother; Client: Brother UK; Product Category: Office Equipment (Computer peripherals); Agency: BDH\TBWA; Author: Rob Gray, Peter Harris; Prize Winners: Silver (Adworks ref: Advertising Works 16)