Agency: BDH\TBWA | Authors: Rob Gray and Peter Harris |
Brother – Taking on the big boys by thinking small
As a challenger brand up against large competitors with deep pockets, finding a way to make your smaller budget deliver stand out is difficult. This paper demonstrates how Brother was able to achieve this by focusing on a target audience over looked by competitors. Furthermore it shows how when used together, television advertising and sponsorship can be used to achieve a big impact amongst a focused audience. In total the campaign generated £15.2m in incremental retail sales and paid for...