Creating a holistic approach to marketing

Global Brother Group, and its European hosting company, Brother International Europe (BIE), is a world-renowned and innovative technology brand, committed to being ‘at the side’ of its customers. The company has operations in more than 40 countries, including 23 in Europe, helping businesses improve efficiency and productivity through technology solutions including mobile printing, secure document management and managed print services.

EBY has been working with BIE as a trusted partner since 2015.

Our work with Brother often involves creating individual marketing campaigns to promote particular products and services. Examples include our ‘Bring Labels to Life’ creative, which launched Zink, Brother’s first full colour, compact desktop label printer, and ‘Perfect Partners’ to promote the benefits of using genuine Brother inks with its printers.

Another campaign Brother asked us to work on was to promote sales of the P-Touch label printer across the European market, particularly among parents of school aged children whose clothes and belongings needed labelling for school.

We created a schoolboy character who would benefit from all the features of the P-Touch printer as part of a ‘Back to School’ campaign.

Forgetful Tom needed help keeping track of his possessions, so we created a suite of assets which showed how the P-Touch solved this problem for him, through labelling of his clothing, lunchbox and accessories.

We commissioned and directed professional photography, sourced a child model and directed a photoshoot to create a bank of imagery which would bring the printer’s solutions to life with a character everyone could easily relate to.

From that, we designed a wealth of high quality online and offline assets, including adverts, social media imagery and billboard campaigns, that were shared across Brother’s European territories.

People loved Forgetful Tom. So much so that the campaign resulted in a massive 66% increase in sales of the P-Touch printer in August – the peak period for back to school sales.

It was so successful that we expanded on it with a secondary campaign aimed at university students, based on a new character called ‘Amy’ and encouraging students to be ‘as organised as Amy’.

This follow-up campaign resulted in a 28% increase in sales.