Brother

Concept, production, and delivery of a 360° integrated campaign for Brother inkjet printers.

Problem

Brother aimed to significantly boost its market share in the US inkjet printer space, specifically targeting SOHO and home users. The primary challenge was disrupting a market where customers were often dissatisfied with current brands but lacked a compelling reason to switch. Brother needed an emotionally engaging campaign to build awareness and inspire confidence.

Solution

We developed a dynamic, 360-degree integrated campaign with the powerful tagline "Like No Other." Our approach focused on clear, concise messaging with a linguistic twist to highlight product benefits. The campaign included a hero video for streaming, alongside extensive digital and print assets for various touchpoints.We partnered with Dojo Films to produce the hero video, which involved a 3-day production in London.

Results

Rhapsody delivered over 200 high-quality assets, including a captivating hero video used on major US streaming platforms. The campaign directly contributed to a measurable increase in Brother's market share and demonstrated significant rises in ad click-through rates and conversion rates for inkjet printers.

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Rhapsody oversaw every aspect of the campaign, from initial ideation and strategic planning through to final asset creation and delivery. This comprehensive scope included in-depth audience workshops, concept development, copywriting, and full video production (pre-production, production, and post-production). We ensured all assets, whether for digital ads, social media, print, or OOH, maintained a consistent and impactful brand voice.

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Our strategic workshops uncovered the key to Brother's transformation: moving beyond generic printer messaging to persona-specific benefits. Sprint appealed to speed-focused users with "Race to the finish with high-speed printing." Smart targeted ambitious professionals with "Pursue your boldest ambitions with business-class capabilities." Think inspired creatives with "Bring your vision to life with colorful prints." Multitask addressed versatility seekers with "Tackle your to-do list with effortless versatility." Each message maintained the unifying "like no other" tagline

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Targeting an audience aged 25-59 with a household income of $60K-$149K, our strategy addressed their need for reliable, easy-to-use, low-medium volume printers. We acknowledged their price-consciousness and tendency to research online, creating messages that would disrupt their current brand dissatisfaction and provide a clear incentive to switch to Brother.

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360°

The strategy for this campaign

200+

Number of assets delivered

4

The number of personas developed for targeted messaging