Brother Uk Print BROTHER - P TOUCH by Grey London

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Industry Business equipment & services
Media Print, Magazine & Newspaper
Market United Kingdom
Agency Grey London
Director James Gooding
Executive Creative Director Nils Leonard
Creative Director Nick Rowland
Art Director Sam Haynes
Copywriter Lee Trott
Producer Ellie Gibb
Editor Ben Slater
Released August 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: BROTHER UK
Product/Service: P TOUCH LABEL MAKER
Executive Creative Director: Nils Leonard (Grey London)
Creative Director: Nick Rowland (Grey London)
Copywriter: Lee Trott (Grey London)
Art Director: Sam Haynes (Grey London)
Producer: Ellie Gibb (Grey London)
Account Director: Eve Calderwood (Grey London)
Account Manager: Albert Ponelle (Grey London)
Planner: Anna Vogt (Grey London)
Director: James Gooding
Cameraman: Steve Barron
Editor: Ben Slater
Production Company: (Hungry Man)
Editing Company: (Cut + Run London)
Head Of Marketing: Joanna Williams (Brother UK)
Head Of Strategic Development: Dave Peters (Brother UK)
: James Lawton-Hill (Brother UK)
Media placement: 3 X 30' TV Spots - ITV, C4 And Selected Sky Channels - 22 August 2011
Media placement: Online Advertising - Online - 22 August 2011
Media placement: In-Store Promotional Material - In-Store - 22 August 2011
Media placement: Dedicated P-Touch Labels Website Where You Could Experience The Journey - Online - 22 August 2011
Media placement: Faebook Page & YouTube Channel - Online - 22 August 2011

Describe the objective of the promotion.
The objective of the promotion was 2-fold. The first objective was to use the promotion to attract new retail partners who would stock the Brother labelling product in both on- and off-line stores over a 12 month period from August. The second objective of the promotion was to capitalise on labelling product sales in the Back to School period around August 2011.

Describe how the promotion developed from concept to implementation.
We are aware that interest in labelling at home is low and awareness of product capability even more so. The promotion was constructed to utilise broadcast medium of TV and Internet to instruct end-users in what labelling was capable of and attract retail partners with co-ad TV exposure.
To create interest, we took our products down the length of Route 66, filming real life examples of product use. Through this we were able to establish the versatility of a low interest product in everyday use. The online promotion was particularly rich, with competitions driving to a website and Facebook.

Explain why the method of promotion was most relevant to the product or service.
Low interest categories such as labelling are often promotionally focussed, but can be very 1-dimensional. We needed to create an emotional connection and empathy with our target audience that would deliver reappraisal of the category and openness to the promotion. Using real people and their stories at the centre of the promotion on film both exposed the emotional element of the product capability through 'labels are powerful, what does yours say' and generated true excitement in our target retailers in the fact that ambitious TV was being used at the centre of a retail promotion.

Describe the success of the promotion with both client and consumer including some quantifiable results.
To date, the promotion been very successful in attracting new key UK retailers both on and offline:-
Dixons Store Group (pc world), Argos, John Lewis Partnership, Co-op, Rymans, WHSmith and Ideal World.
To give some context, we were looking for just 2 new partners in a world where getting product selection is very difficult. The Back to School promotion has increased unit sales to retailers by 15,844 units in the period since, an increase YOY of some 54%.