Christmas Campaign

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Christmas Campaign

• Inkjet Concept and Creative

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The Creative Rationale

• Christmas is a key retail period for Brother, and
  a real opportunity to drive sales. We need to
  ensure that a Brother Inkjet MFC is on our
  consumers shopping list during this time.
• To do this we wanted to promote the use of
  Brother Inkjet MFCs to home users for printing
  store quality Christmas holiday photos.
  Additionally, we needed to communicate that the
  available price reductions across the range means
  consumers enjoy even better value for money and
  creates a real incentive to act now and buy this
  Christmas.
• The resulting creative idea was It costs less to
  print everything this Christmas.
• We communicated this by dressing a Christmas tree
  with photos of decorations and holiday snaps an
  unconventional way to show how easy and
  affordable it is to print professional quality
  photos at home using a Brother Inkjet MFC.
• The headline alludes to the available price
  reductions as well as the savings incurred by
  printing at home rather than the time, cost and
  inconvenience of store-printed photos.
• The body copy further communicates the price
  reductions and conveys the versatility of the
  range.
• The advertisement is in market from mid November
  through to the end of December.

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The Print Ad
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The POS-Triangular Display
Counter Card
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The Microsite

• http//www.brother.com.au/christmas/

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On-Line Ads
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On-Line Ads
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On-Line Ads
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On-Line Ads
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The Media Schedule-Mass Magazines, Industry
Magazines, Press On-line.