[1]Brother Canada [1] has unveiled a national branding and advertising campaign that spotlights the company’s commitment to superior customer service. The campaign marks a radical shift from Brother’s previous product-focused advertising approach by featuring creative material that humorously depicts the extremes to which people are tempted to go when faced with sub-standard customer service. The tagline, Make it Stop: I Deserve More, urges customers to put an end to their frustration by adopting Brother and its unique commitment to creating a superior customer experience.
The campaign will engage consumers on a variety of platforms:
- A microsite [2] will feature a video based on fictitious closed-circuit television footage of office workers and other professionals pushed to the limit by poor customer service. After they have viewed the video, visitors will be able to link to detailed information about Brother’s office products and the various ways the company stays “at their side” through straightforward and efficient customer service. The microsite will also connect to Brother Canada’s recently-launched social media customer service tools on Facebook [3], Twitter (@Brother_Support) [4]and YouTube (Brother Canada channel [5]).
- Radio spots and outdoor advertising in Toronto and Montreal will target Brother’s all-important 25-54 year-old customer demographic, with a media buy that reflects the on-the-go lifestyle of many of its small business clients.
- A Facebook campaign will feature a special I Deserve More tab on Brother Canada’s Fan page, as well as click-through advertising.
- A Web banner will allow consumers to view the video in a Big Box format and link to the campaign microsite. A mobile banner will target iPhone, BlackBerry Torch and Android users.
All campaign elements are produced in English and French.
According to Lina Racaniello, Brother Canada’s Director of Marketing, customer service has become a fundamental point of differentiation for the company. “Customer loyalty is driven by more than just exceptional products – it’s also about what happens after the product is sold. It’s imperative that companies listen to their customers and deliver consistent, hassle-free customer service. That philosophy is at the core of Brother’s business, and we believe that it’s one of the reasons why we see consistent sales growth, year after year,” she said.
The new branding campaign was developed by Cossette, with public relations handled by Montreal-based Citoyen Optimum, Brother Canada’s PR agency of record.