Description:

So many products promise to change our lives in all kinds of wonderful ways but they often end up letting us down and ultimately holding us back. Technology, most of all, is guilty of this. How many times has someone yelled “Why won’t you just work!” at a printer?

What a breath of fresh air then, when things actually do work.

The campaign objective was to position Brother as a ‘brand for business’. Brother already had a high level of awareness within the retail market, so the campaign was developed to drive awareness, consideration and preference within the modern kiwi business audience.

A 2020 brand survey commissioned through Perceptive showed trust is a key universal driver of brand preference – with users 2.6 times more likely to prefer a brand they trusted.

For customers, trust equals printers that don’t break down. Printer malfunctions or difficulties are incredibly frustrating for users. They’re also not uncommon and, in this context, Wave Agency’s campaign “It Just Works” demonstrates the reliability of Brother’s products, and that Brother understand what their customers value most and are committed to providing this.

To create impact for the campaign ‘It just works’ Wave Agency gained attention by telling New Zealand everything that a Brother printer WON’T do.

By being brutally honest, and playfully combatting the big promises so many technology brands make, this campaign communicated that Brother printers just do what they are designed to do – work.

To bring the campaign to life, we designed the ‘out-of-home’ ads to exemplify our concept. They’re bold. They’re honest. They’re black and white. Not trying to look technical, over promise, or sell consumers an unrealistic dream. These ads make a point, and the design of them reinforces it.

The results speak for themselves. Taking the brand from 19% to 25% in total market revenue share for printers and copiers, and overtaking key competitor, Canon, show the success the campaign has achieved.