Brother International Europe (BIE) conducted an in-depth customer segmentation research programme and tasked Fox with making the results and recommendations both compelling and inspiring for its global, insight, product development and marketing & communications teams.
Instead of industry standard research reports, comprising dry text and statistics, Fox enlisted real-life actors that became the customer segments identified in the research. The segments featured across profile videos, a dedicated microsite, engaging print, life-size cut outs, and even their own mock Linked-In profiles.
This real-life representation will help Brother teams identify and understand their customer profiles, understand customer needs, match products to customer types, and develop compelling and relevant communications. The market research communication is translated into multiple languages meaning that the global marketing and product development teams in Europe, Asia and the US will all benefit from the campaign.
The Fox created materials are designed to be interactive and genuinely useful in daily working life for marketing and product development teams.
Martin Gallagher, Marketing Officer - Customer Insight at Brother Europe;
“Our objective was to ensure that the research stood out enough for teams to really take notice. We know that when teams thoroughly understand research findings, they will take the appropriate action. Fox has risen to this challenging brief by bringing the research to life and creating some inspiring communications which all the team can relate to.”
Nelson McConnell, Director of Fox commented,“We believe that the reason most research is ignored by internal teams is that the results sit in dry reports often only glanced at or ignored. Our mission was to ensure this didn’t happen for Brother so we commissioned actors to play the roles of the customer segments. This really enabled the team members to relate to the segment personalities and helped them see how they could engage, influence and inspire them”.
Fox is an integrated marketing agency established in 2001. Since this time it has helped countless organisations to be seen and heard in a busy marketplace. Fox is a team of enthusiastic and client focused individuals with many years’ experience.
Fox works with clients including Virgin Media, Berlitz, Visit York, Parker Hannifin, B2B International, National Obesity Forum, Biocare, Fenner Precision, Brother, TMD Friction, Kudos, The Whitehouse Consultancy and many more.
Founded in Japan over a century ago by two brothers Masayoshi and Jitsuichi, today, Brother is a globally recognised innovative technology brand. The company now has operations in 44 countries and its products are sold in more than 100 countries worldwide.
Brother products include printers, all-in-one printer devices, fax machines and labelling machines. New products for an increasingly digital and smart technology era include mobile print solutions, OmniJoin HD web conferencing software through to BR Docs, our new cloud based document management solution.
Brother International Europe (BIE), part of the global Brother Group, is the European hosting company for Brother in Europe. The role of BIE is to provide product intelligence and centralised support to each of Brother’s European operations.