Brother UK & talkSPORT Euro 16 Partnership

2016 | Manchester

As a global business Brother is one of the leading brands in computer printers. In the UK they are known for desk-top printers and they sell through major retailers, such as PC World and through specialist resellers. Their core end-user base is the business SME market. They are looking to broaden this in order to capture a greater share of the Managed Print Services contracts which are increasingly favoured by larger corporates (e.g. 250+ employees).

A 75% of listeners would recommend the brand Over 75% of listeners aware of the sponsorship would recommend the Brother brand. This compared to less than 30% for non-listeners

The Challenge

Help change perception of Brother. Move from being a brand synonymous with low(ish) value desktop printers to one that’s built around being a provider of business technology and services. To do that we needed to reach a broader base of business decision-makers in an impactful way and at a high frequency.

Insight & Innovation

The purchase behaviour for larger corporates is very different to Brother’s current core market. Decisions involve more people (in a variety of functions and at a number of levels of seniority) and for larger contracts they can typically take several months to make. Senior decision makers need to feel comfortable that Brother is an appropriate brand for their business to deal with. Part of the purpose of the campaign is to give Brother ‘permission to play’ in the larger corporate market.

The Solution

Brother became talkSPORT’s Business Technology Partner for the period of the Euro 2016 football tournament held in France from 10th June to 10th July. One of only six core sponsors on air during the station’s extensive coverage this provided Brother with a high-profile presence every day throughout the month-long tournament. The partnership consisted of on-air and website elements. On-air activity included credits in/out of editorial, sponsorship of the daily business bulletins, sponsorship of hourly sports bulletins and of a final score feature. Digital elements included branding of the live results ‘widget’ and the results page and online display across the site. There were also two videos showing how Brother technology helped the broadcast production teams in France deliver their coverage effectively. These were hosted on the talkSPORT website. Brother also actively promoted the partnership through their own social channels.

Over 230m on-air impacts were delivered during the campaign along with almost 9m digital impressions.

A 75% of listeners would recommend the brand Over 75% of listeners aware of the sponsorship would recommend the Brother brand. This compared to less than 30% for non-listeners
E Ad Awareness Increased Overall ad awareness for listeners v non-listeners rose to a level above Epson – one of Brother’s key competitors and a significantly higher media spender.
Q 77% Purchase consideration 77% of listeners aware of the activity would either have Brother as their first choice to purchase or would seriously consider it. This compared to 40% for non-listeners.
w Brand Statements Significant increases (listeners v non-listeners) in all 6 key brand statements defined prior to the campaign.

This was one of our most extensive media partnerships and talkSPORT, Carat and Brother worked closely together to deliver an extremely effective campaign. The post-campaign research shows it had the desired effect on our brand awareness with the correct audience and it was also a big hit with our staff and our important reseller partners.

Mike Anderson Head of Marketing, Brother UK
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