Brother by BDH\TBWA – ‘Taking on the big boys by thinking small’.

Awards: Silver

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.

Associated Content

  • TV is at the heart of advertising effectiveness
    Through thorough and impartial examination of the last 27 years of Advertising Effectiveness Awards case studies, the IPA has proof that using TV makes campaigns more effective.
  • The winners of the IPA Effectiveness Awards, the most prestigious awards scheme worldwide that rewards campaigns that have proved the effectiveness of their ideas, were announced at a black-tie gala ceremony held this week at ‘Dynamic Earth’ in Edinburgh. This year the Awards were limited to UK agencies with an income of up to £20m.