BDH\TBWA launches £1m campaign for Brother
LONDON - Office equipment manufacturer Brother has launched a £1m integrated TV campaign to promote its new range of all-in-one printers to Britain's growing army of teleworkers.
Created by BDH\TBWA and supported by other TBWA\Manchester agencies Staniforth and Digerati, the campaign is aimed at the 8m people who currently work from home either full- or part-time.
'The Other Way or The Brother Way' campaign initially features two 15-second sponsorship idents shown during Sky News gadget and technology programme 'Technofile', online ads on the Technofile website, a printed and online working from home guide and branded point-of-sale materials.
From December 11, Sky Multichannel will be carrying 30-second spots showcasing Brother's all-in-one machine capable of printing, copying, faxing and scanning. Further TV ads will be launched on Sky in February next year.
PR specialist Staniforth has also partnered Brother with enterprisenation.co.uk, which targets people who work from home, to raise the manufacturer's profile with its target consumers.
Phil Jones, sales and marketing director at Brother, said: "The campaign targets one of our key markets that is rapidly increasing in size. The broadcast sponsorship enables us to reveal our technological credentials and disrupt existing old-fashioned stereotypes of the Brother brand."
Last month, BDH\TBWA launched an integrated campaign for electrical goods firm Morphy Richard's retro haircare range.
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