Released 19/08/2011
Everyone knows that journalism comes with perks, but who'd have thought just one week into my editorship, I would be whisked off on an all-american trip down Route 66.
Last night marked my first Dealer Support outing, with an invite to the launch party of Brother's ‘Route 66 : Behind the Label' campaign, set to throw their labelling product range into the spotlight.
A basement warehouse in trendy Brick Lane, lit by diner neons, accompanied by a live blues band and burger-bearing cowgirls on roller-skates was a fitting backdrop for the unveiling of the new advert. The strapline, ‘Labels are powerful - what does yours say?' is the catalyst for colourful interviews with the quirky characters inhabiting the hotspots of the US highway, beautifully shot and edited by director James Gooding.
The verdict: Labelling just got cool.
I may have only dipped my toe in the industry, but we are living in the age of engagement - any successful marketing campaign needs to boldly go that extra mile in order to provoke a reaction and stand out amongst the sea of competition. It's refreshing to see the brand tapping into this, and proving that an innovative and creative marketing approach can reinvent a 'business' product to gain mass consumer appeal.
Having never previously considered adding a labelling machine to my christmas list, I'm sure I wasn't the only one who was ecstatic at receiving a Brother P-Touch in my goodie bag. Something tells me that the £1.5m investment in this campaign will be a profitable one for the brand.
Brother's Phil Jones and Dave Peters have added life, colour and excitement to the product line. Sat astride a Harley Davidson, I got a taster of life in the fast lane. I've officially entered the world of business products on a high.
You can catch the broadcast debut during ITV's Coronation Street onthis Monday. Let us know what you think!