An integrated brand campaign made for today’s business

Challenge

Australia’s small and medium-sized businesses have all sorts of printing and labelling needs. Our task was to strengthen Brother’s position as the brand of choice by showing SME owners and decision-makers the breadth and relevance of its range, while giving the brand a more distinctive presence in a category dominated by functional product messaging.

Solution

We created “Made for today”, an integrated brand platform built around a simple idea: whatever your business, Brother has a solution made for you. The campaign brought different business environments to life through vibrant, bespoke sets, from offices and retail spaces to trade settings. We took the campaign from concept through to production, including lead films directed by Brendan Cook that put Brother’s printers and labellers at the centre of each scene.

The campaign rolled out across digital outdoor, YouTube, Facebook, Instagram, LinkedIn and a partnership with The Guardian, targeting SME owners and decision-makers. Digital outdoor placements targeted office towers, while video and sponsored social content reached business and technology audiences. The Guardian partnership included display advertising, sponsorship of its Guides to Businesses Doing Well content and a range of podcasts.

Results

Independent post-campaign research showed large gains in brand appeal and believability, high campaign recall among SME audiences and strong engagement among printer and labeller decision-makers. Regarded as one of Brother’s strongest campaigns in years, the work helped reinforce Brother’s position in the business printing category and drive category-leading awareness.