Brother turns to reviews as point of difference

Brother turns to reviews as point of difference
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Printer maker Brother is turning to independent reviews with a new point of sale campaign, in a bid to get them over the line versus competitors.

Agncy The Works has created a Tumblr site aggregating the reviews from sources like The New York Times, CNet and PCMag.com to do the sales pitch for the brand.

As well as featuring on POS signae the campaign will also be on banner ads, as well as large-format digital sites like airports.

Kelly Wilson, senior marketing manager at Brother said: “Many consumers now favour researching purchases before they go in-store to buy but we’ve made that process simpler by giving them one place to get all the information they need from credible and trusted publications from around the world.”

Paul Swann, creative partner at The Works added: “Consumers are more likely to trust reviews they read from independent third parties and Reviewed by the Internet makesthat task much easier 

“Also it enables them to make informed decisions quickly and easily when they are in-store where they can see the product first hand rather than doing it from home or work.” 

Credits: Agency: The Works; Creative Partner: Paul Swann; Art Director: Leighton Edridge; Copywriter Gavin Carver; Digital Producer: Charlie Bruton; Creative Project Manager: Lisa Mackenzie.

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