Brother International Corp. recently introduced an addition to its already extensive machine lineup, the Quattro™ Innovis 6000D—a next-generation, top-of-the-line sewing, embroidery, quilting and crafting machine. In anticipation of its arrival, the EGC Group developed a prelaunch teaser campaign to generate excitement and buzz among consumers.

The teaser campaign, which centered on the theme “Realize the Dream”, kicked off in May with various targeted initiatives, including print, email, search and online advertising as well as dealer communications. Consumers were invited to “Join the Brother Dream Team” to receive weekly emails containing a link to  video clips hinting at a feature of the new machine. During the course of three months, the campaign generated more than 7,800 Dream Team Members!

For the actual product launch, EGC was tasked with creating an extensive product microsite to highlight the machine’s luxury features. The focus of the microsite was a series of product videos that introduced consumers to exciting new features, including a wide-angle HD LCD display manufactured by Sharp Corporation, the exclusive InnovEye™ Technology and Up-close™ Viewer, and Print and Stitch™ Technology. The site also includes sections showing specs, special offers, and a Design Gallery that showcases some of the machine’s beautiful built-in embroidery designs.

On August 9, Brother unveiled the Quattro™ to authorized dealers at the company’s Annual Dealer Convention in Las Vegas. EGC secured Jillian Lewis, one of three finalists in season four of the fashion reality television show "Project Runway" to host the event. Wearing a one-of-a-kind dress that she created and embellished using designs from the Quattro™, Jillian spoke about her experience with Brother machines and spent time speaking with Brother dealers.

Immediately after the Quattro™ was introduced to Brother dealers, consumers were invited to experience the machine at www.brotherquattro.com. Within hours of the machine’s launch, the site generated 10,000 visits from potential high-end sewing machine customers, far surpassing the client’s expectations.