Brother UK sticks with investment in label marketing campaign
Brother UK has unveiled the latest phase of its £1.5m marketing investment in growing its share of the labelling market.
The company has launched an innovative new digital campaign featuring a spoof video of an over-organised office manager, Brigitte Duncan, who labels just about everything in the workplace, from her holiday planner to the microwave and the plug sockets.
The video is the centrepiece of a campaign that includes social media engagement, online advertising and incentives to win a luxury holiday to Mexico. The concept, strategy and script were devised by Manchester digital agency, Code Computerlove.
It follows the company's successful Route 66 TV campaign which helped to increase sales of the company's label printers by 53% per cent in 2012.
Brother UK sold 52% of all the labelling machines bought in Britain last year, an increase from 42% the year before according to the latest market data. Brother has since stated its ambition to further grow its market share during 2013.
James Lawton-Hill, head of marketing at Brother UK, said: "Our intention is to shake up the labelling market with innovative and surprising marketing activity that clearly communicates product benefits, but with a sense of humour. Our Route 66 campaign proved the value of investing in our labelling range, and this latest activity is an extension of that."
Chief Productions produced and directed the film.
For further information on Brother labelling visit, www.brotherlabels.co.uk or www.facebook.com/brotherprintersuk