Paper trail: Brother and Raydar get into gear for Rally push

Youtube VideoWe wrote about Brother’s plans to promote its naming rights sponsorship of the brrmm brrmms a few weeks back. And the multi-channel campaign went live this week, led by a cool new TVC created by Raydar and SPG/Kaleidoscope that’s about as far away as you could get from the Japanese company’s previous TV efforts and links its technology with rally driving by bringing a print out of a car to life.

“It’s exciting to work on a campaign that will create such a fundamental shift in advertising for Brother,” says Raydar managing director Darryl McClay. “Much like a rally co-driver, Raydar has worked closely alongside the Brother team to bring the idea to life across the various channels.”

Rally fans can print one of the three rally cars from www.brother-rally.co.nz. And as part of the sponsorship, Brother is also updating its existing iPrint&Scan app for iOS and Android to include an augmented reality experience and punters can take part in a virtual racing competition during the upcoming festivities.

“Raydar clearly demonstrated its understanding of the Brother brand and came back with a leading idea that perfectly married our brand attributes of superior technology, innovation and high quality with the sport of rally,” says Graham Walshe, executive chairman of Brother International NZ. “Their vision was clear and was consistently applied across all mediums—from TV, to the event, to the retail space.”

Raydar, which also works with Frucor Beverages, Kellogg’s, The Laminex Group, Virgin Australia, Wattie’s, Mercedes, 100%, KFC and Pizza Hut, was founded by current MD Darryl McClay 18 years ago and became part of The Clemenger Group in 2010.

Also, just so you know, racecar is our favourite palindrome.

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