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BROTHER UK / Following the ultimate road trip along Route 66

by on August 25, 2011

 

Global print technology specialist Brother UK will next week launch a major UK-wide consumer marketing campaign. The campaign, an investment of £1.5m, follows the ‘ultimate road-test’ of Brother’s P-touch labelling machines on a 10 day road-trip along the length of America’s Route 66.

 

The campaign was produced by Grey UK and is built on the tagline ‘labels are powerful – what does yours say?’ Route 66, an iconic global label itself, provided a unique way to amplify the theme of labelling and explore the versatility of the product range. Filmed in just 10 days, across 10 locations and covering 3,000 miles, the 19-strong team identified, interviewed and observed 12 people living and working along Route 66. School teachers, pupils, cowboys, and even exotic dancers discussed the meaning behind the label of Route 66 and how they would label themselves.

 

 

The campaign, directed by British Director and infamous road-tripper James Gooding, will first be aired as a 30 second TV ad during ITV’s Coronation Street on Monday 22nd August and will run on primetime TV slots for four weeks. Complementary print ads will appear in the Daily Telegraph, Telegraph Magazine, Sunday Times Magazine, Daily Mail Weekend and BBC Gardeners World between August and October, in order to reach the product’s target audiences such as gardeners, home improvement enthusiasts and hobbyists.

 

Online advertising will be focused on targeted networks such as Specific Media, along with Facebook and Youtube (live from 22/8/11) social media executions supported by the campaign website. Subsequent POS activity will be rolled out in national retail stores such as Staples, Ryman and Maplin.

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by on August 24, 2011

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madvertise has grown from an exciting new German start-up to a thriving international operation

by on August 24, 2011

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by on August 24, 2011

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£12 million business deals through word of mouth referrals

by on August 24, 2011

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by on August 24, 2011

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by on August 24, 2011

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Pier / Big Growth for East Anglian Agency

by on August 24, 2011

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Ceros eyes international growth with strategic new hires

by on August 24, 2011

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by on August 24, 2011

TV and gaming unite TF1 and Bigpoint enter joint agreement : Marketing Clout http://ping.fm/aMiAN [more…]