We worked with Grey London creating the digital component of the 10m euro multi-channel ‘141% campaign’ for Brother printers, promoting the brand’s A3 inkjet printers to small and medium sized businesses.
It’s the first time Brother have rolled out a European wide TV advertising campaign and the online experience was designed and produced to compliment the strong TV creative.
The creative theme centres around 141% – the difference between A4 and A3. This reflects the aspirations of small to medium sized business owners and emotionally connects consumers to the capabilities of the compact, multifunctional Brother printers.
The Brother 141 website was built using a combination of xhtml, php, xml, javascript and flash. The site also benefits from a mysql database for user registration. Due to the large number of European territories that the website was deployed to, we developed a template xml file which we could duplicate and call depending on which site the user visits. This allowed us to carry out translations much more efficiently using Microsoft Excel to automatically export our translation files into the specific xml’s. The generated page content could then be called into the page using php.
The brief also called for the website to be fully functional on Apple’s mobile devices – the iPad, iPod and iPhone. As iOS does not support Flash, non-Flash content panels were also created to allow iOS users full access to the site content.
A full complement of online media was also created to support the launch of the campaign, including MPU’s, leaderboards and other digital formats.
The campaign site has been deployed in 19 languages across 25 territories.
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