| Titre | Cafe |
| Agence | Grey London |
| Campagne | 141% - Brother |
| Annonceur | Brother |
| Marque | Brother |
| Mise en ligne | Septembre 2010 |
| Secteur d'activité | Imprimantes, scanners |
| Synopsis | SUMMARY: Before this campaign, Brother International ranked among the top five printing manufacture brands throughout Europe, but most people were unaware of the company’s existence. With low brand awareness and a divide between the company and the consumer, Brother needed a strategy that would not only increase its market share, but also increase its brand awareness. To create an emotional attachment between the brand, a new Brother printer and the audience, the campaign integrated the difference between the new A3 and the older A4 - 141% - to send the message to consumers that Brother is always giving more than 100% in relentless pursuit of success. Through the use of a television campaign spread across 24 different countries, Brother was able to increase its number of retailers in the European market by 33%. In France and Germany, the company also saw high increases in brand and advertising awareness, achieving an overall, above-target increase in unit sales of 49%. |
| Type de média | Télévision |
| Réalisateur | Noah Harris |
| Maison de production | Blink London |
| Directeur de la photo | Toby Howell |
| Producteur | Andrew Studholme |
| Monteur | Leo King |
| Credit | Carla Gonzalez |
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