The digital campaign features a spoof video of an over-organised office manager, who labels everything she possibly can. Code came up with the concept, strategy and script, while the video was produced and directed by Chief Productions.
“Our intention is to shake up the labelling market with innovative and surprising marketing activity that clearly communicates product benefits, but with a sense of humour,” explained James Lawton-Hill, head of marketing at Brother UK.
The video will be the centre point of the campaign which includes social media, online advertising and incentives to win a holiday in Mexico.
It continues Brother UK’s light-hearted approach to label marketing, which commenced with the Route 66 television commercial, which according to the company led to increased sales of 53%.