Brother: Big results from thinking small - IPA Effectiveness Awards Case Study 2006

Brief Description: When Brother launched their latest range of multi-function printers in 2004, neither the specification of the new products or the price provided a unique selling point, so a compelling message was needed in order to differentiate Brother and increase sales. While competitors all chased the consumer and big business markets, Brother spotted a smaller but growing market amongst small businesses and homeworkers. An advertising campaign was developed to grow sales in this market, which made particularly effective and innovative use of television sponsorship. Despite being significantly outspent by competitors during the campaign, Brother's multi-function invoice sales in 2005 were 52% up on 2004. Econometric analysis attributed £14.4m of incremental retail sales directly to television advertising ;---(TAGS)--- Full Title: Big results from thinking small ; Number: 2006/26 ; Brand Name: Brother ; Client: Brother UK ; IPA_ProductCoding: Office Equipment (Computer peripherals) ; Sponsorship (Broadcast sponsorship) ; Agency: BDH\TBWA ; Author: Robert Gray, Peter Harris ;