The aim of this campaign was to increase the market share and sales of Brother’s office printer range by giving them personality in a very sterile category. The target audience was small to medium business owners and office managers. Brother printers are very reliable, but this is not widely known among their core market. They all know, however, that a malfunctioning printer can be a real nightmare. In this campaign we wanted to dramatise the benefits of Brother; when you use a Brother printer, it’s not the printer that is the nightmare. These ads ran as 30-second spots on commercial television.
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