The EGC Group Takes Brother International Corporation Into the Next Dimension With 3D

While 3D technology is taking over movies, television and even video games, The EGC Group, based in Long Island, New York, is using this growing trend to differentiate their clients. EGC used the allure of 3D to position Brotherr as the leading high-tech company in the niche sewing and embroidery industry.

Because most competitors in their industry were introducing new sewing and embroidery machines, Brother included, Brother turned to EGC to develop a unique and exciting new product launch. EGC developed the approach of using a 3D teaser campaign to launch their newest multi-needle embroidery machine. The 3D teaser campaign promised to bring embroidery to the “next dimension,” so potential customers could feel a sense of excitement for the new product. Employing advanced 3D technology to introduce their most innovative machine allowed The EGC Group to set Brother apart from their competition.

EGC worked closely with Producer Bert Hensley of Gary Musick Productions and Director Greg Page of PK Pictures to develop a 3D anaglyph launch video, which can be seen with red/blue 3D glasses. 3D glasses were available at Authorized Brother Innov-ís Dealers or by registering online at the Brother website. To support the 3D teaser campaign, EGC developed in-store materials, direct mail and online ads. All teaser materials promoted the 3D introduction video of the new product, which could be viewed online as well as in person at the Brother annual dealer conference on August 16, 2010.

In an industry such as sewing and embroidery, the idea of using 3D to enhance creativity was fitting. There are tons of designs, fabrics, patterns and colors so anyone familiar with embroidery could see more possibilities for this machine in 3D. By showcasing the new technology built into this new machine, the 3D video emphasized all of the machine’s capabilities and placed Brother above the competition, inspiring any designer, fashionista or enthusiast looking to enhance their craft. The 3D video can be viewed by visiting www.brother-usa.com/NextDimension.

About The EGC Group
The EGC Group is a full service integrated marketing agency based in Melville, New York. It was formed in 1985 and is ranked one of the Top 350 Advertising Agencies in the U.S. by Advertising Age and was recently voted Best Advertising Agency by LI Business News. The company’s clients include industry leaders in consumer products, finance, retail, education, hospitality and healthcare. For more information, please visit www.egcgroup.com.