What did Fox do?
Our first challenge was to put a face to a segment… or, to be precise, to put 5 names and faces to 5 customer segments.
Actors were selected to play the role of each customer profile – Ash, Marco, Maria, Peter and Lars
A dedicated Brother Europe online research hub was developed to host profile video for each customer type, in addition to interactive workspaces, helping to convey the needs, behaviour, attitudes and firmographics for each segment – as well as matching the optimum Brother solutions to each customer type
The campaign was rolled out across all European locations – through internal installations, email campaigns, workshops and dedicated literature