We were tasked with the launch of a new market leading range of integrated colour printers, featuring colour prints to A3 in one affordable printer aimed at the UK SME market.

Our strategy planning process recognised that small businesses are completely uninterested or aware of printing costs and considered buying printers a necessary evil. We identified two principal target markets – business owners and the person responsible for buying the printer.

Our campaign focused on ‘He/She’s a Loser’ proposition, suggesting that there can be significant savings available with Brother’s new generation of colour printers. As a result, the company delivered an immediate uplift in sales and web traffic.