Homeworking and Small Business (2007)
Campaign: Homeworking and Small Business
Brand: Brother
Client: Brother UK
Agencies: TBWA\Manchester
Authors:
As a challenger brand up against large competitors with deep pockets, finding a way to make a smaller budget deliver standout was difficult. This paper demonstrates how Brother was able to achieve this by focusing on a target audience that was overlooked by its competitors; the growing market of small businesses and homeworkers. Furthermore, it shows how when used together, television advertising and sponsorship can achieve a big impact amongst a focused audience. In total the campaign generated £15.2m in incremental retail sales and paid for itself 2.3 times over.
Judge's Comments: