Brother New Zealand estrenó esta semana su primera plataforma de marca enfocada en Aotearoa con el mensaje directo “It just works”, desarrollada por Wave Agency. La propuesta se presenta con una pieza audiovisual elegante y una serie de billboards francos y minimalistas a lo largo del país, reforzada por print, radio, digital y OOH. La idea pone al cliente en primer plano: lo importante no es presumir funciones, sino que todo funcione bien para que el día avance sin fricciones.
What’s the idea behind ‘It just works’?
The platform rejects inflated tech promises and embraces a simple truth: reliability. Rather than overclaiming features, Brother owns consistency—your printer should just work so you can get on with real work.
How does the campaign spotlight customers?
The TVC—delivered in 45, 30 and 15-second edits—elevates the people doing the work: late-night proposals, school projects, everyday business. Printers appear as background enablers, keeping the day moving without stealing the scene.
Why retire the classic jingle?
As part of a modern refresh, the long-standing jingle gives way to three contemporary notes tied to the brand promise “at your side.” It’s a careful evolution that updates the sonic identity without losing the brand’s supportive stance.
Where does OOH fit into the platform?
OOH, print, radio and digital carry straight-talking lines that say what a Brother printer doesn’t do—so you can do what matters. The candor cuts through clutter and mirrors real-world expectations, making the message highly legible in the street.
FAQs about this campaign
What is Brother New Zealand’s ‘It just works’ platform?
A new brand platform that foregrounds customer outcomes and reliability, introduced with a TVC and nationwide billboards.
Why choose the line ‘It just works’?
It counters exaggerated tech promises by focusing on quality and consistency—the simple, essential job people need their printer to do.
What channels does the campaign use?
An artful TVC (45/30/15), supported by print, radio, digital and OOH, all with direct, no-nonsense messaging.
What’s different from past Brother campaigns?
It steps away from listing features, and replaces the long-standing jingle with three modern notes tied to ‘at your side.’
How does OOH support the idea?
Straight-talking billboards plainly say what a Brother printer doesn’t do—letting customers do the work, interruption-free.
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
