Brother gets ‘reviewed by the internet’ in a new point-of-sale campaign via The Works, Sydney

As consumers turn to the internet to research purchase decisions, Brother via its agency The Works, is making the process easier with a new point-of-sale campaign that aggregates independent product reviews in one place.

Rather than talking about the benefits of its compact inkjet series of printers, Brother is leaving it to independent online reviews from leading publications including The New York Times, Cnet, PCMag.com and Computer Active Magazine instead.

The ‘Reviewed by the Internet‘ campaign enables consumers who use smartphones to access the reviews while in-store and when they can physically experience the product.

A Tumblr site called www.brotherreviewedby.com.au has been created and contains both text and video reviews of the printer range.

The campaign will run across online banners, large format digital sites at airports and POS at retailers including Dick Smith, Officeworks, Harvey Norman and The Good Guys.

Says Kelly Wilson, senior marketing manager at Brother: “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.”

Says Paul Swann, creative partner at The Works: “Consumers are more likely to trust reviews they read from independent third parties and Reviewed by the Internet makes that 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.”

Agency: The Works;

Creative Project Manager: Lisa Mackenzie